FILA, the sportswear company, has announced plans to open a branded hotel in Shanghai in 2024.
The athletic wear company founded in Italy is partnering with Hyatt Hotels to develop the lifestyle hotel concept Fila House.
The JdV by Hyatt brand will open its first hotel in Shanghai’s Pudong district next month, marking the beginning of a new era for Fila. The luxury hotel will reflect the company’s history, culture, products and fashion trends in an immersive way, CEO Brian Yiu said in an August 29 press release.
Hyatt’s JdV brand stands for joy de vivre, which is French for “joy of living.” The JdV collection is a group of independently owned hotels that Hyatt manages and markets. These hotels are aimed at younger consumers and are known for being dog-friendly.
There are also hotels belonging to the JdV chain in Rome, Chicago and Toronto.
Fila House will be located at West Hongqiao Business District in Shanghai. It won’t be the first JdV property in China, though — that honor goes to the BEI Zhaolong Hotel in Beijing.
Until now, there has been no word on what the hotel’s interiors will look like. However, it is a safe bet that they will reflect Fila trademarks such as logos and red and navy blue.
The hotel scene in Shanghai has expanded rapidly in the past decade.
The J Hotel, located in the upper floors of the Shanghai Tower skyscraper and recognized for two achievements since opening last summer — first, as the world’s highest hotel, then for having the world’s highest restaurant inside a building — is drawing attention.
The InterContinental Shanghai Wonderland, located 20 miles southwest of the city center, is an “earthscraper” – a hotel built inside a quarry. Sixteen of its 18 floors are below ground level.
