Reigniting the Myth

Fiorucci Reignites the Myth: The Return of the San Babila Store in a Digital Version

A tribute to the creative energy that made Fiorucci San Babila a legendary store. The temporary space ideated by creative agency LePub will offer an immersive journey that seamlessly blends rich heritage with cutting-edge innovation.

Fiorucci continues its commitment to investing in its community, strengthening its deep connection with Milan while embracing innovation. As a name synonymous with Milan, Fiorucci’s legendary Galleria Passerella location was not just a retail space but a cultural institution—a hub of creativity that shaped the fashion world for decades. While the store closed in 2003, its influence has never waned. Today, Fiorucci is rewriting history by reimagining this space for the digital age.

For the first time ever, following FW25 in Milan Fashion Week, Fiorucci will invite its community to step into the virtual version of the San Babila store by simply scanning a QR code available on stickers and promotional materials scattered throughout Milan. Users will access an immersive augmented reality experience transporting them back to the heart of the brand’s creative world.

An Immersive Digital Experience

The virtual space is an artful fusion of Fiorucci’s past and present, designed with the latest digital storytelling techniques. Visitors will explore three distinct, interactive rooms that combine Fiorucci’s iconic archival designs with fresh, contemporary influences. From playful pop culture references to bold, boundary-pushing graphics, each room is crafted to reflect the eclectic and spirited ethos that defines Fiorucci. It’s a space where heritage meets innovation in real time—a new way to connect with Fiorucci’s DNA, blending distinctive aesthetics and cutting-edge storytelling technologies.

"We are thrilled to return to San Babila, a crucial place in Fiorucci’s history, and to do so with the opening of a digital store. Thanks to our collaboration with LePub, we are celebrating the launch of a capsule collection in a digital space, offering an immersive and utopian experience that will come to life at San Babila, in the true spirit of Fiorucci." – Alessandro Pisani, CEO of Fiorucci.

Exclusive Digital Capsule Collection

To celebrate the digital store’s launch, Fiorucci is unveiling an exclusive, limited-edition capsule collection available only through the virtual store. The collection, which includes a t-shirt, cap, and sweatshirt, pays homage to the legendary meeting place and captures the unique aesthetic that has made Fiorucci a timeless symbol of style. These exclusive pieces are the first of their kind, designed specifically for the digital realm.

“It’s not just about creating an experience; it’s about crafting a new way for people to connect with Fiorucci’s legacy,” says Bruno Bertelli, Global CEO LePub, CCO LePub Worldwide. “This project allows fans, old and new, to engage with the brand’s iconic store that made Milan a place to be for decades. By blending the physical and digital worlds, we’re bringing Fiorucci’s vibrant heritage into the future, where the possibilities for creative expression are endless.”

Fiorucci’s Bold Vision for the Future

This digital revival of the San Babila store is a game-changer, underscoring Fiorucci’s commitment to pushing the boundaries of fashion, culture, and technology. The project signifies more than just a nostalgic return to the past—it is a visionary experience created by LeGarage, LePub's creative agency tech and innovation collective, that blends their expertise in digital experience design in collaboration with Digital Production Studio Monogrid.

By embracing new tools and expanding its presence in the virtual realm, Fiorucci is reaffirming its status as a visionary force within the fashion industry, where heritage and innovation coexist seamlessly. The San Babila store might have been reimagined in pixels, but its legacy remains as vibrant as ever, proving that when creativity knows no limits, history is always ripe for reinvention.

Welcome back to San Babila. This time, it only takes a tap.

Fiorucci Virtual Store San Babila
From March 20th to March 27th
Capsule globally available on Fiorucci.com from March 28th