Fiorucci Returns to Milan

Legendary boutique revived through AR at original Piazza San Babila location

Fiorucci has made a nostalgic yet forward-thinking return to its original home at Milan's Piazza San Babila. but only for one week and entirely in digital form.

The brand has created an immersive virtual store accessible via QR code at the site of its former boutique, which first opened in 1967 and closed in 2003. That original location, founded by Elio Fiorucci, pioneered experiential retail by blending fashion with design, music and pop culture.

This AR experience reinterprets the energy of the original flagship through an eclectic digital space filled with archival imagery and cultural references that capture Fiorucci's famously irreverent spirit. Visitors can explore the virtual environment while browsing a new limited-edition apparel collection.

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Inspiration from Maddalena Gioglio (Rosie Lee Creative).