We created a fantasy showcase for revolutionary fashion brand Fiorucci, marking its retail comeback 50 years after it first shifted perceptions back in the sixties.

Collaborating with long-time partner the Wilson Brothers, we embraced Fiorucci’s original vision of a dream-like cosmos for their relaunch in the heart of London’s Soho. Together we took a visual journey through the extensive Fiorucci archive for a concept that celebrates the brand’s heritage, resurrecting an icon for a new generation.

The store acts like a stage set for Fiorucci’s illustrious return – a theatrical environment combining fashion, culture, music and cocktails within a myriad of textures, colour, and reflections. The Fiorucci aesthetic is always evolving, intentionally ‘never finished’, so the space was designed with mobile features for a flexible experience.