The Italian brand Fiorucci is back in the San Babila district of Milan, where she closed her shop around 20 years ago. This time, however, the store is a digital experience.
At Piazza San Babila, where there was still a physical store of the brand until 2003, a QR code can now be found, the visitor invites you to digital space, Fiorucci said on Thursday. The online experience should combine the past and future.
When entering the digital store, visitors reach three interactive rooms, full of pop culture references, archive images and the characteristic creative energy of the brand. There is also an exclusive capsule consisting of a T-shirt, cap and hoodies that are only available in this digital store.
“We are very happy to return to San Babila, a place that plays a crucial role in the history of Fiorucci, and to do this with the opening of a digital store!” Said Fiorucci-CEO Alessandro Pisani. “Thanks to our cooperation with publicis, we celebrate the launch of a Capsule Collection in a digital space and offer an immersive and utopian experience that is brought to life in San Babila – in the sense of Fiorucci.”
