Fiorucci makes a tribute to the creative energy that made the brand a timeless symbol
A fashion icon shines once again. Fiorucci breathes new life into its legendary San Babila store, transforming it into a digital experience that bridges past and future. A tribute to the creative energy that made the brand a timeless symbol, now reimagined through innovation and technology.
Fiorucci takes another bold step forward
Following the FW25 show—which welcomed 800 guests, including 400 fashion students—Fiorucci takes another bold step forward. It doesn’t just celebrate the past; it brings it back to life through augmented reality. The iconic San Babila store, closed in 2003 but never forgotten, reopens exactly where it once stood. Only this time, no physical doors are required.
“We are thrilled to return to San Babila, a place that holds a crucial role in Fiorucci’s history, and to do so with the opening of a digital store! Thanks to our collaboration with LePub, we are celebrating the launch of a capsule collection in a digital space, offering an immersive and utopian experience that will come to life in San Babila—in true Fiorucci spirit.” – Alessandro Pisani, CEO of Fiorucci.
The digital store offers a new way to connect with Fiorucci’s DNA
Through this virtual space, visitors can dive into the brand’s eclectic and avant-garde essence. From iconic graphics to unexpected pop influences, the digital store offers a new way to connect with Fiorucci’s Dna, blending its signature aesthetic with cutting-edge storytelling technologies. A simple QR code in Piazza San Babila will unlock the doors to Fiorucci’s virtual world.
By scanning it, users will enter three interactive rooms, filled with pop culture references, archival images, and the brand’s signature creative energy. Each space offers a unique experience, featuring exclusive content and unexpected details. To make it even more special, Fiorucci is also launching a limited-edition capsule collection— because what’s an opening without an exclusive drop? A t-shirt, a cap, and a hoodie, all dedicated to the legendary store, will be available only in the virtual shop. In other words, those who want to get their hands on them will have to explore the digital world.
And for those who love collecting pieces of history, these items are already set to become new Fiorucci classics. With this initiative, Fiorucci continues to push the boundaries of fashion, transforming its heritage into an immersive, contemporary experience. A perfect balance of legacy and innovation, where every detail tells a story and unlocks new creative possibilities.
Welcome back to San Babila. This time, all it takes is a tap.
