Between famous single brands and trendy "speciality stores", between homologated "local chains" and Italian griffes, SoHo represents the ideal collocation for a shop that wants to offer an original mix of Italian products that are more or less famous.

The Fiorucci Dept. Store has been conceived as a sort of chaotic but coherent bazaar that welcomes the creations signed by "Fiorucci", but also those of various 'guests': fashion clothing, underwear and beachwear, accessories of other Italian companies are placed next to the original griffes.

The shop, structured on two 2700 sqm. floors, exploits the architectonic features of the building, involving the visitor with its shop windows and its functional spaces to use with simplicity.

A colourful and luminous atmosphere in "Fiorucci" style enhances the cheerfulness of the products: warm and comfortable materials guarantee a warm and anti-minimalist welcome.

The space is subdivided in five areas:

AREA FIORUCCI TOTAL LOOK: gathers the original collections of the brand: Safety Jeans, Fashion Market, Shoes, Bags, Belts, Parfumes, Underwear, Beachwear, Gift & Gadget, for women; Safety Jeans, Shoes, Bags, Belts, for men; and Fiorucci T-Art.

AREA FIORUCCI CASA: a huge quantity of items, news and curiosities, unlikely gadgets, ironically 'kitsch', sometimes 'trash', but always irresistible: classic little angels, sirens, magnets, puppets, lamps, curtains and carpets... all the useful 'needed' and the desired useless.

AREA FIORUCCI MIX: a shop window of 'Fiorucci-compatible' products from the world: Combo, Supernova, Sissi Rossi, Colazione da Tiffany, Pin Up...

AREA CORNER: from Pomellato to Pinko, from Coppola to Aspesi, all the made-in-Italy tied in with Fiorucci by an "elective affinity", finds its dimension here.

FIORUCCI FASHION CAFE': a gastronomic "little Italy", genuine and free-range: ITalian coffee, cappuccino, buffalo mozzarella sandwiches, or with Parma ham, D.O.C. products imported from various Italian regions, focaccia, panzerotti, salads, fruit shakes and cocktails, to rest from the joyous 'fatigues' of shopping, or just to enjoy the bustle in "piazza Fiorucci".