Following the FW25 show\u2014which welcomed 800 guests, including 400 fashion students\u2014Fiorucci takes another bold step forward. It doesn\u2019t 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.
\u201cWe are thrilled to return to San Babila, a place that holds a crucial role in Fiorucci\u2019s 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\u2014in true Fiorucci spirit.\u201d \u2013 Alessandro Pisani, CEO of Fiorucci.<\/p>\n\n\n\n
![\"\"](\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2025\/04\/FIO_3rdroom_4_5_clup-819x1024.png\")
<\/figure>\n\n\n\nThe digital store offers a new way to connect with Fiorucci\u2019s DNA<\/h3>\n\n\n\n
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. <\/p>\n","protected":false},"excerpt":{"rendered":" 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, […]<\/p>\n","protected":false},"author":2,"featured_media":39641,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[328,333,1],"tags":[1326,948,1323,1123,1324],"class_list":["post-39635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-news","category-non-categorizzato","tag-fashion","tag-featured","tag-fiorucci","tag-milan","tag-san-babila"],"yoast_head":"\n
Through this virtual space, visitors can dive into the brand\u2019s eclectic and avant-garde essence. From iconic graphics to unexpected pop influences, the digital store offers a new way to connect with Fiorucci\u2019s Dna, blending its signature aesthetic with cutting-edge storytelling technologies. A simple QR code in Piazza San Babila will unlock the doors to Fiorucci\u2019s virtual world.
By scanning it, users will enter three interactive rooms, filled with pop culture references, archival images, and the brand\u2019s 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\u2014 because what\u2019s 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. <\/p>\n\n\n\n![\"\"](\"https:\/\/designdiffusion.com\/wp-content\/uploads\/2025\/04\/FIO_1stroom_16_9_v2-00-1024x576.jpg\")
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Welcome back to San Babila. This time, all it takes is a tap.<\/p>\n\n\n\n