Fiorucci gives new life to the iconic San Babila store, but in augmented reality

Fiorucci gives new life to the legendary store in San Babila, transforming it into a digital experience. Only until March 27, you can enter the Fiorucci Digital Love Club by scanning the QR code in Piazza San Babila.

Following the FW25 fashion show – which welcomed 800 guests, including 400 fashion students – Fiorucci takes another step in its brand renaissance. Through an online store, visitors can immerse themselves in Fiorucci’s DNA. From iconic graphics to pop influences, the digital store offers a new way to connect with the brand. A simple QR code in Piazza San Babila will open the doors to Fiorucci’s virtual world.

“We are delighted to return to San Babila, a place that plays a crucial role in Fiorucci’s history, and to do so with the opening of a digital store! Thanks to our collaboration with Publicis, we celebrate the launch of a capsule collection in a digital space, offering an immersive and utopian experience that will come to life in San Babila, with the true Fiorucci spirit.” – Alessandro Pisani, CEO of Fiorucci.

By scanning the QR code, 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, with 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 gift? A T-shirt, a cap and a hoodie, all dedicated to the legendary store, will only be available in the online store.

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