Fiorucci’s new London flagship store is a multimillion-pound development undertaken by specialist design consultancy Brinkworth, whose client list also includes Rapha, Supreme and Sonos.
The 5,000 square-foot space is situated on the corner of Brewer Street and Great Windmill Street and was once the site of a Victorian chocolate factory. It now boasts two retail floors connected by a sweeping spiral staircase, complete with a floral installation by Pulbrook and Gould. A wholesale showroom and press office are located in the basement.
‘It’s a versatile, creative space with moveable fixtures, conducive to our plans for regular exhibitions, events and parties,’ said joint chief executive officer Janie Schaffer, who bought the brand in 2015. ‘There will be custom-made furniture, mobile fitting rooms and a revolving bed on the first floor. Our customisation area will be a haven for those wishing to have their jeans tailored and personalised, and items can be embroidered, embellished and screen-printed with graphics from the Fiorucci archives.’
Customers can also take advantage of pink lattes and angel cupcakes from the Fioruccino café, located on the ground floor and run in collaboration with Palm Vaults. This independent catering and café company has a site in Hackney that has been described as London’s most Instagrammable café.
Elio Fiorucci launched his eponymous brand in 1967, with flagship stores in London, Milan and New York attractive leading figures from each city’s local creative community. A similar approach has been adopted for the new Soho emporium, with a cocktail bar and lounge on the first floor offering weekly in-store fashion and music events, while the ground floor showcases womenswear, menswear, denim and accessories.
‘A new range of gifting and homeware products, including towels, candles and blankets, will sit alongside brand heritage pieces, such as archive posters and graphic Panini stickers,’ adds Schaffer.
The store will be open Monday to Saturday, 10am-8pm, and Sunday, 10am-6pm. The Fioruccino café will be open Monday to Saturday, 8am-8pm.
Fiorucci, 39-43 Brewer Street, London W1F 9UD