Returning with a bang, Fiorucci is bringing its ground-breaking heritage to Harrods’ legendary fashion floor. With a new pop-up incubator, Harrods customers will once again be invited to immerse themselves in the iconic Fiorucci universe.
Channelling the brand’s hedonistic heyday, the store design combines neon signage with elements of Fiorucci’s original textures and iconography, fusing past, present and future in an explosion of colour and fun. A miniature studio 54, customers will have the opportunity to purchase heritage classics alongside a limited-edition denim jacket created exclusively for Harrods. Also available will be a selection of Fiorucci’s classic t-shirting, sweats, lingerie, and denim, capturing the casual luxe of the brand’s signature staples.
Whether passing through or spending big, this in-store experience will inject Fiorucci’s electric energy into the hallowed halls of Harrods’ iconic fashion scene. 760 cm x 460cm square feet of pure Fiorucci fun.
THE HISTORY - Inspired by a trip to the UK capital in the sixties, Elio Fiorucci opened the first Fiorucci store in 1967 Milan, followed by two more in London and New York. The predecessor of today’s concept store, Fiorucci was one of the first to mesh clothing, furniture, art, drinks, music and pop culture under the optimism and carefree attitude of the disco era’s heyday. With the likes of Andy Warhol, Keith Haring and Jackie O frequenting the New York store – also known as the ‘day-time Studio 54’ –Fiorucci stood more as a place to hang out in, or go dancing in the windows, rather than a mere shopping destination.
NOWADAY - Following the closure of the original stores in the late eighties, the brand’s recent re-launch sees its first brick-and-mortar outlet in London’s Soho neighborhood. In collaboration with the Wilson Brothers, with whom they have realized projects before for Supreme and Foot Patrol, Brinkworth reimagined the interior as a simultaneous celebration of the brand’s heritage and of its future.
The rich visual archive of original material, including photographs, posters, logos and pieces of clothing sourced the designers with plenty of inspiration for the new space, which nods to Fiorucci’s iconic cheeky imagery with an excess of textures, colour and reflections. Built as a theatrical environment, the two-story location combines fashion, culture, music and cocktails in the spirit of the original stores.
A ceiling infrastructure on the ground floor allows the space to adapt to various occasions, mobilizing a set of curtains, lighting tracks and panels to form either an open or closed plan. Fioruccino’s, the café run by Palm Vaults and serving glittery pink lattes sits on the same space, blurring the boundaries between retail and hospitality, while the Customization Hub invites visitors to personalize their purchases. On the upper floor, a red circular sofa, mirrored ceilings and a large hanging palm tree partly made of neon tubes add a more domestic feel to the space, while the in-store cocktail bar references the look and feel of seventies discothèques.
The legacy of the original store, like that of many places during its prime decade including the notorious Studio 54, is that it offered a space for like-minded people to hang out and escape the outside world. Approaching the brand’s relaunch with a similar typology almost fifty years later is surely an interesting experiment and it remains to be seen whether generations growing up in a different era will respond to Fiorucci’s cheerful optimism and engage with in-store activities that go beyond shopping in the same way.
Location: 39 Brewer St, Soho, London W1F 9UD, UK
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You can finally share the #LIFEOFABALR. with your children, because the BALR. Kids collection is now available.
The BALR. Kids collection brings the unique style of BALR. to the young ones. Inspired by the iconic pieces, the range maintains the same high standards of quality, craftsmanship and style as BALR.’s original collections.
The collection features a wide range of items, from the classic Brand T-Shirt to uniquely designed pieces like the Vertical Brand Oversized Hoodie for girls.
The moment we all have been waiting for has arrived!!
After the big success with Menswears, BALR. has launched their women line. The collection is now available at Carbon Buying. The items include BALR. logo t-shirt, sweater, hoodies as well as accessories, bags and footwears.
For more information, don't hesitate to contact us!
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