Fiorucci Brings San Babila Back to Life with Augmented Reality
by Adriano Batista
Fiorucci is bringing its iconic San Babila store back to life, but with a modern twist. The brand reopened the legendary Milan store—not as a physical space, but as a digital experience. Located at Piazza San Babila, the same spot where the original store stood, this new version uses augmented reality to blend Fiorucci’s rich history with the latest technology.
The project comes after Fiorucci’s FW25 show, which drew 800 guests, including 400 fashion students. Now, the brand is taking another bold step by reimagining its past in a way that feels fresh and futuristic. The San Babila store, which closed in 2003, has always been a symbol of Fiorucci’s creative energy. This digital revival honors that legacy while embracing innovation.
The digital store is designed to capture Fiorucci’s unique style, mixing its iconic graphics and pop culture influences with modern storytelling. Visitors can access the experience by scanning a QR code in Piazza San Babila. This opens the door to three interactive rooms, each filled with pop culture references, archival images, and the brand’s signature creativity. Every space offers something different, with exclusive content and unexpected details to explore.
To mark the occasion, Fiorucci is also releasing a limited-edition capsule collection. The collection includes a t-shirt, a cap, and a hoodie, all inspired by the legendary San Babila store. These items will only be available in the digital shop, making them a must-have for collectors and fashion fans.
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