Diesel, the innovative global lifestyle brand, continues to invest in retail and opens two new stores in Forte dei Marmi (Italy) and Puerto Banùs (Marbella, Spain).
Both locations are prime holiday destinations in Europe and represent a new step of the brand under the creative direction of Glenn Martens, who is refreshing the brand’s existing retail model by curating both shopping elements and experiential immersions.
The concept exhibits elements of renewal, disruption and transformation, highlighting the functional and innovative design details that can be seen throughout the store. The rawness of this immersion engages the customer’s senses on a fundamental level and showcases Diesel’s products in a modern way.
The bone-white and signature red walls recall Diesel’s iconic red logo. Factory-like powder-coated metal racks line the perimeter of the store, while glass shelving, modern-industrial modules and ample seating can be found throughout the open shopping area. Sculptural elements are interspersed throughout the space, adding depth and texture to the openness of the room and its timeless appeal, representing a slice of life that captures scenes of the everyday.
Diesel Library, the recently-launched responsible denim collection that takes a genderless design approach and offers a wide range of evergreen and longer-lasting denim items on a made-to-stay basis, has a special space within each store.
Other 2022’s rollouts will include new flagships in Tokyo Ginza, Shanghai Grand Gateway and Paris Saint Honoré.
