The Italian fashion brand Diesel has inaugurated a new concept store at the Iguatemi São Paulo mall.

Located on the ground floor of the traditional São Paulo establishment, the new space is the central point of all communication and actions of the brand in Brazil, receiving the main men’s and women’s collections.

The opening at Iguatemi São Paulo is part of a series of launches by the brand’s concept stores, spread across Europe and the United States – all under the watchful eye of Glenn Martens, creative director.

In parallel, elements of discontinuity and transformation are placed in the space, creating an atmosphere of sense for visitors at all levels. All of this with the objective of renewing the existing model in retail, exalting elements of purchases and experimental immersions. The concept was developed in February 2021, and first applied in stores in Amsterdam and Washington, DC.