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휠라, 이탈리아 비엘라에 ‘브랜드 체험 센터’ 개관…새로운 도약 시작

이정민 기자
By 이정민 기자
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글로벌 브랜드 포트폴리오 기업 미스토홀딩스(회장 윤윤수)가 보유한 브랜드 휠라가 브랜드의 뿌리이자 상징적인 공간인 이탈리아 비엘라에 역사와 미래를 모두 담은 의미깊은 공간을 열며 새로운 도약을 시작한다.

이탈리안 스포츠 브랜드 휠라(FILA)가 브랜드의 역사적 근거지인 이탈리아 비엘라에 ‘휠라 브랜드 체험 센터(FILA Brand Experience Center)’를 공식 개관했다고 밝혔다. 이번 브랜드 체험 센터는 휠라가 1923년부터 2004년까지 운영 거점이었던 기존 건물을 리노베이션해 조성한 것으로 브랜드 박물관, 제품 및 마케팅 아카이브, 사무 공간, 그리고 다양한 행사를 위한 복합 공간으로 구성했다. 브랜드의 유산과 혁신, 미래 전략이 한 공간에 어우러진 이번 센터는 휠라의 정체성을 상징적으로 보여주는 장소로 휠라가 과거의 가치를 기반으로 미래를 설계하고자 하는 철학을 담고 있다.

브랜드 체험 센터는 총 8,200㎡ 규모로 조성됐으며 방문객이 휠라의 세계를 입체적으로 경험할 수 있도록 설계됐다. 휠라가 시작된 도시이자 브랜드 정신이 깃든 비엘라에서 휠라는 스포츠와 스타일의 본질을 전하고, 브랜드의 전통을 현대적으로 재해석하는 경험을 제공한다. 제품, 역사, 브랜드 문화, 그리고 동시대 디자인이 어우러진 공간을 통해 휠라의 로고는 단순한 심볼을 넘어 브랜드의 서사를 담아내는 매개체로 기능한다.

센터 내부에는 휠라 박물관과 더불어 아카이브 공간이 함께 마련되어 있으며 브랜드의 기원부터 글로벌 스포츠 라이프스타일 브랜드로의 전환 과정이 전시를 통해 소개된다. 휠라는 1911년 니트웨어 제조업체로 시작해 1970년대 엔리코 프라체이(Enrico Frachey)의 리더십 아래 테니스를 브랜드의 핵심 스포츠로 정하고 액티브웨어 분야에 본격 진출했다.

특히 전설적인 테니스 스타이자 휠라 브랜드 앰배서더 비에른 보리(Björn Borg)와의 협업은 휠라가 스포츠 역사에 깊이 자리 잡는 계기가 되었으며, 이번 전시에서도 주요 스토리 라인으로 구성됐다.

박물관 전시는 브랜드의 아이코닉한 제품과 멀티미디어 콘텐츠를 통해 휠라의 과거, 현재, 미래를 다층적으로 전달한다. 1974년 출시된 ‘화이트 라인(WHITE LINE)’ 컬렉션을 통해 테니스복에 색을 도입하며 스포츠웨어의 규범을 깬 순간, 1978년 라인홀트 메스너(Reinhold Messner)의 무산소 에베레스트 등반과 같은 도전적 업적, 그리고 1990년대 스트리트 문화 속 휠라 스니커즈의 부상 등이 박물관의 주요 콘텐츠로 포함되어 있다.

이번 브랜드 체험 센터 개관을 기념해 미스토 그룹 경영진, 브랜드 관계자, 인플루언서 등 다양한 분야의 관계자들이 참석해 휠라의 유산과 글로벌 비전을 공유하는 시간을 가지며 의미를 더했다. 휠라는 이달 14일부터 방문객들에게 브랜드 체험 센터를 공개해 브랜드의 정체성과 가치 등을 다양한 소비자들에게 공유할 계획이다.

윤윤수 미스토홀딩스 회장은 “휠라에 대한 애정은 브랜드의 아주 초기 시절부터 시작됐다. 그룹과 비엘라, 그리고 전 세계 휠라 팬들에게 이 브랜드 체험 센터를 선보이게 되어 매우 자랑스럽다. 휠라의 찬란한 과거와 브랜드의 미래를 잇는 중요한 이정표가 될 것”이라고 밝혔다.

한편, 휠라 브랜드를 보유한 지주사 미스토홀딩스는 지난 4월 ‘Redefining Boundaries’라는 슬로건 아래 사명을 휠라홀딩스에서 미스토홀딩스로 변경하고, 글로벌 브랜드 포트폴리오 및 사업 전략 강화를 지속 추진 중이다. 그룹은 각 계열사 및 브랜드 간 시너지를 통해 시장 내 경쟁력을 높이고, 지속적인 성장을 위한 전략적 기회를 확대해 나갈 계획이다.

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