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
The FW 2019 collection of BALR. are now in stores.
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SALAM (DUBAI, UAE)
AMERICAN RAG CIE. (DUBAI, UAE)
DECODE (DOHA, QATAR)
GALERIES LAFAYETTE (DOHA, QATAR)
BALR. has another big collab coming in! This time BALR teamed up with Call of Duty®: Modern Warfare® to create a limited capsule collection that bridges the gap between fashion and gaming.
The two unique styles drop this Saturday at 10 AM online and in-stores. Celebrating the release of the hottest game of the year, the limited capsule collection consists of two of BALR.’s iconic pieces, the hoodie and tee. The designs take cues from the game, featuring colours and patterns you’ll recognise from the game.
The unique collaboration between BALR. and Call of Duty®: Modern Warfare® is available starting October 26, 10 AM CET. You can purchase the collection at BALR.com and in the Flagship Stores in Amsterdam and Utrecht.
BALR. have worked together with PUMA on an exclusive collection that is rooted in football, inspired by the lifestyle and influences culture.
The collaboration is a celebration of the world of football, with PUMA showcasing the on-pitch part of the culture and BALR. representing the life a player lives when he steps off the pitch. Inspired by the aesthetic of BALR. and using premium materials and craftsmanship, the capsule collection includes a BALR. FUTURE boot that’s exclusively worn by Antoine Griezmann. Next to the boot, the collection consists of a game jersey, hoodie, sweatpants, shorts and a special edition of the Orbiter sneaker.
The unique collaboration between BALR. and PUMA is now available at PUMA.com and at select PUMA retailers across the globe.
The BALR. Brand T-Shirt is a legendary garment in the BALR. collection. Do you have yours already?
The BALR. Brand T-Shirt embodies the true spirit of the brand. The tee is crafted from premium cotton and boldly features the recognisable BALR. logo across the chest. Cut for an athletic fit and a slightly longer backside, this T-shirt has become an icon in our collection.
The T-shirt that started it all is a legendary piece that can’t be missing from your wardrobe. Get your BALR. Brand T-Shirt here and start your #LIFEOFABALR.
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