San Babila Digital Experience

Fiorucci returned to its iconic San Babila store—this time as a digital experience. Closed in 2003 but never forgotten, the legendary space was reborn through augmented reality, bridging past and future.

A simple QR code in Piazza San Babila unlocked an immersive journey into Fiorucci’s eclectic world, featuring interactive rooms filled with pop culture, archival imagery, and the brand’s signature creative energy—no physical doors required.