The legendary Fiorucci San Babila store in Milan has opened its virtual doors, blending nostalgic elements with modern technology to celebrate the brand’s heritage.
The iconic Fiorucci San Babila store in Milan has undergone a digital transformation, breathing new life into a space that has long been revered in the fashion world, but vacant since its closure in 2003. Under the leadership of Swiss entrepreneur Dona Bertarelli and her team, the brand has reimagined its concept store to align with contemporary innovation and technology, announcing its virtual return during Milan Fashion Week.
The digital venue follows the brand’s recent fall/winter 2025 fashion show, as well as a significant exhibition held at Milan’s Triennale, which honored the creative legacy of Elio Fiorucci, the label’s founder. This effort not only commemorates the brand’s storied past but also integrates modern elements through augmented reality, effectively bringing the San Babila concept back to life.
“We are thrilled to return to San Babila, a place that holds 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 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—in true Fiorucci spirit,” remarked Alessandro Pisani, CEO of Fiorucci, while speaking to The SPIN OFF.
Utilizing a QR code located in Piazza San Babila, visitors can access the virtual store. Once scanned, users can explore three interactive rooms filled with pop-culture references, archival imagery, and the brand’s distinctive creative energy. Each area provides a unique experience, featuring exclusive content designed to engage users and evoke the eclectic flair Fiorucci is known for.
Alongside this digital experience, Fiorucci is launching a limited-edition capsule collection that will include a t-shirt, a cap, and a hoodie, all inspired by the legendary San Babila store. These items will be available solely through the virtual shop from March 20th to March 27th, while the capsule collection will be accessible on the brand’s website beginning March 28th.
This innovative approach not only celebrates the brand’s heritage but also offers new creative avenues, allowing Fiorucci to redefine its connection with fans and fashion enthusiasts around the globe through a modern lens. The rebirth of the Fiorucci Virtual Store San Babila exemplifies a blend of nostalgia and future-forward thinking that defines the current landscape of fashion retail.
Source: Noah Wire Services
