Using augmented reality, Fiorucci “reopens” its historic San Babila store for few days

Following a year filled with events celebrating its legacy, from the exhibition on Elio Fiorucci at Triennale Milano to the opening of the cultural space UltraFiorucci, the brand’s historic store, first inaugurated in 1967 in Piazza San Babila, is reopening in a completely new form: an interactive virtual space, revived through augmented reality and easily accessible via a QR code.

Staying true to the distinctive and eclectic aesthetic that made Fiorucci famous, this digital experience grants access to three rooms animated by the pop references and iconic graphics that define the brand’s DNA, which alongside archival images and exclusive content aims to explore how a brand’s heritage can be creatively and experimentally reinterpreted for the future.

“We are excited to return to San Babila, a pivotal place in Fiorucci’s history”, said CEO Alessandro Pisani. For the occasion, a limited-edition capsule collection has been launched, featuring t-shirts, caps, and sweatshirts inspired by the original store, designed by artist Amalia Del Ponte and architect Franco Marabelli.

Opening image: Fiorucci San Babila Digital Store Experience, Milan.