Diesel unveils new store concept in New York

By

Dominique Muret

Published
Dec 3, 2015

A new chapter starts for Diesel, which chose New York to kick off the latest phase of its retail expansion. The renowned denim brand founded by Renzo Rosso recently unveiled its new shop concept, applied for the first time at this flagship store located at 625 Madison Avenue.

The concept is innovative, and was conceived by the label's creative director Nicola Formichetti, in collaboration with Japanese architecture studio Wonderwall, led by Masamichi Katayama. The objective was to showcase the brand in a new context, presenting it also "as an alternative to luxury", the label explained in a press release.

Among the most distinctive features of Diesel's new home there are Persian rugs, concrete floorings, wooden ceilings, antique furniture and giant aquaria filled with hyper-tech screens.

The idea behind the concept is utterly simple. Customers will walk through the flat's various rooms, each time plunging into one of Diesel's different worlds: the Black Gold premium line at the entrance, all of the main line's collections in the lounge, and even a cellar fitted with a steel and glass installation designed to showcase "the brand's quality and expertise in denim," its core skill.

The concept will be featured over the course of the next three years in all new stores, as well as in renovations of existing Diesel shops.