Sportswear brand FILA showed off their fun side by transforming their Japan store into a paper made fantasy world. The brand created the store to promote a new range of brightly colored sneakers and the juxtaposition worked perfectly.

Visitor's to the FILA store were encouraged to wear giant paper cartoon character heads and go about their daily business like shopping and catching the subway, to promote the store's bold concept. The store itself featured small paper made school boys with backpacks positioned around the store as well as a complete replica of the shop, complete with sneakers, t-shirts and bags all made from paper displayed like regular products.

The design was created as the result of a collaboration between two design firms; '1000 Day' and '08am'.