Fiorucci commissioned FMA for two pop-up stores in Shoreditch, London, that had to be designed and built in four weeks: the Angel store on Redchurch street (area), dedicated to their Angel line of clothing, and the Shoreditch High Street store (area), showcasing their archive. Our design eliminated the need for any demolition works, and all display units built for the stores can be repurposed for future projects.
Long before the internet age, Fiorucci intended for their brand to be bigger than their products, and a visit to their stores to be an experience to savour. We went back to the history and unique character of the brand – confident, arty, mysterious, fun, without boundaries – expressed through vivid colours and arresting graphics, inspired by the work of Ettore Sottsass.
The Fiorucci stores were never intended to be the typical retail space simply focussed on the sale of products. In keeping with this, the Angel store on Redchurch Street invites you to be immersed in the world of the Fiorucci angels, with accents of clouds on bright blue walls. It is only when you enter the store that your eye is drawn to the products on display.
The entrance to the Shoreditch High Street store employs a poster from the Fiorucci graphic archive, set above a cinema-style lightbox, advertising events ranging from panel discussions to live music. The archive wall inside is dedicated to a display of milestones for the brand, which has always been a platform for collaborations with icons from the worlds of design, art and culture: Keith Haring, Madonna and Mickey Mouse, to name a few. We chose a technicolour scheme for the interiors to exemplify the Fiorucci visual identity.