The iconic fashion brand Fiorucci revives its legendary San Babila store, merging history with technology through an interactive digital experience and a limited-edition capsule collection.

Fiorucci, the iconic fashion brand, has relaunched its legendary San Babila store, but with a modern update that prioritizes digital innovation over physical retail. The new store experience, which opened recently, is situated in the same location at Piazza San Babila in Milan where the original shop had stood before its closure in 2003. This came on the heels of Fiorucci’s successful Fall/Winter 2025 fashion show, which attracted 800 attendees, including 400 fashion students, showcasing the brand’s continued appeal within the industry.

The revival of the San Babila store is not just a nostalgic nod to its past but also a step towards merging the brand’s history with cutting-edge technology. The new digital experience employs augmented reality to enhance visitor engagement, a strategy that aims to encapsulate Fiorucci’s distinctive style and vibrant creativity. By scanning a QR code located in Piazza San Babila, users can enter a reimagined store experience divided into three interactive rooms. Each room features a blend of pop culture elements, archival images, and unique storytelling that reflect the brand’s enduring heritage.

As a centerpiece of this digital launch, Fiorucci is introducing a limited-edition capsule collection that includes a t-shirt, cap, and hoodie, all designed with inspiration drawn from the original San Babila store. These exclusive items will be available only through the digital shop, targeting collectors and fashion enthusiasts eager to own a piece of Fiorucci’s history.

The initiative underscores Fiorucci’s commitment to honoring its legacy while simultaneously adapting to modern consumer behaviors, ensuring that the spirit of the original San Babila store continues to resonate with both new and existing fans.

Source: Noah Wire Services