Hyatt Hotels is partnering with global sportswear company Anta Group, which owns and manages FILA in China, to create the first ever FILA-branded hotel.
FILA House Shanghai, which is expected to open by 2024, will bring a unique offering to the local hotel scene as part of JdV by Hyatt — the brand’s “joie de vivre” ethos reflecting FILA’s vision for the hotel.
“Not only will the hotel be a unique expression of FILA’s history, culture, products and fashion trends, we believe that the young-at-heart JdV by Hyatt brand experience will be a fitting reflection of FILA’s spirit of vitality,” said FILA China CEO, Brian Yiu.
The Italian sportswear label has garnered the interest of high-end consumers in China thanks to its fusion of fitness and fashion and through the brand concept Live Your Elegance, which is about combining elegance with vitality.
“We are thrilled to be working with Anta Group and FILA China to develop the first FILA House hotel in the world,” said Hyatt Hotels, President of Growth and Operations Asia Pacific, Stephen Ho.
“We look forward to welcoming guests, locals and a new generation of FILA fans with the JdV by Hyatt brand’s inclusive, heartfelt and joy-driven service.”
JdV by Hyatt features a collection of independent properties, each of which have a distinct personality while reflecting the urban neighbourhood that they are a part of. The Shanghai property is expected to highlight FILA’s free-spirited attitude which appeals to young travellers who want to live in the moment.
Fila House Shanghai will be developed as part of the new Shanghai headquarters of ANTA Group. The complex, which will be situated in Shanghai’s West Hongqiao Business District, will include five independent buildings, housing headquarter office, shops, food and beverage outlets, as well as a retail space to showcase the latest in sports apparel.
In recent years, more and more consumer goods brands are venturing into the world of hotels. Late last year, premium champagne brand Veuve Clicquot opened a luxury hotel in Byron Bay, while designer brands Armani and Bulgari both operate hotels, in Dubai and Milan respectively.