Fiorucci is one of the world’s most iconic brands – having, among other milestones, predated the idea of modern concept stores by at least a quarter century. I was asked to help recapture and reinterpret the essence of the brand for a new generation of young women craving to express themselves through whimsy, style and a sense of freedom unseen in other Europen fashion brands steeped in similar strong, exisiting traditions. Store openings, living media, include a film entry into the Berlin Film Festival - and full range of progressive consumer touch initiatives are slated to accompany/integrate with advertising - as one of the world’s great fashion brands prepares to retake its place upon the global stage. These ads were shot with Marco Maretti and are intended to suggest the evolution of the 1980’s angels that defined the general spirit of the brand. The full re-launch is slated for 2010 and 2011.
The following ads represent a campaign based on the declaration: I AM. Following the ads, is a lyrical description of the concept behind the campaign. Scroll down and you will find the 2010 and 2011 Look Book and Style Guide which recaps the brand in detail as well as sharing glimpses of the first new Firorucci Store - opening August 2010 in Hong Kong.
Forever Me. Forever Fiorucci.
She sees herself singing with
mermaids in Paris.
With flamingos she dances the tango in Spain.
Graf-fi-tied-pink ponies run rampant
as she feeds them wild flowers
from her star-shiny hand.
She borrows the wings of two low flying angels.
Like tor-pe-do-powered butterflies
both backstage and frontstage
she hears herself laughing
she knows that
romance is revenge.
It scribbles my name.
I write in bright color
to declare that I am.
Because I AM.
2010 and 2011 Look Book and Style Guide
In keeping with the new brand image and authentic foundation of the Fiorucci brand, I helped conceptualize and execute the Firorucci Flagship Store in Hong Kong.
IN A TRIBUTE TO CONTEMPORARY, TECHNO-ORGANIC STYLE, THE NEW, VIBRANT FLAGSHIP
FIORUCCI STORE OPENED ITS WINDOWS ON THE WORLD, EXPERIENTIAL TEMPLE,
ARTISTICALLY-INSPIRED FLAGSHIP STORE IN HONG KONG IN SEPTEMBER, 2010.
CUSTOM-DESIGNED, FREE-FORM CIRCULAR WINDOWS ALLOW CULTURE TO SHINE IN AS WELL
AS OUT. OCCUPYING FIVE FLOORS EACH LAYER OF THE SPACE IS INTENDED TO FUNCTION
BOTH AS A PLATFORM FOR MERCHANDISE DISPLAY AND ALSO AS A MINI-STAGE
FOR IMPROMPTU REFLECTIONS OF CULTURE. STAGED EVENTS, FASHION SHOWS, ART
INSTALLATIONS, MUSIC AND OTHER ELEMENTS OF CONTEMPORARY GLOBAL LIFESTYLE AND
CULTURE. IT CAPTURES THE SOUL OF FIORUCCI IN A NEW LOCATION DESIGNED FOR A
FIORUCCI IS LOCATED AT 60 WELLINGTON STREET IN THE HEART OF CENTRAL, HONG
KONG, IN BETWEEN THE NIGHT LIFE CENTRE OF HK LAN KWAI FONG (LKF), FLAGSHIP
STORES OF MANY OF THE WORLD¹S LEADING LUXURY BRANDS AND THE HK FINANCIAL