The company has reopened the doors to its newly renovated Shibuya store, serving as one of the luxury brand’s largest stores in Japan.
Spanning two floors, the reopened Shibuya site showcases a new store concept under the creative direction of Glenn Martens, based on a bold identity, individualism and spirit of freedom and irreverence, according to a press release.
From the outside, the store is designed in the iconic Diesel red. Inspired by billboards celebrating vintage Diesel advertisements, the store walls are covered in riveted raw steel panels, with the brand’s industrial edge taking form on walls and floors treated with artisanal, handmade resin posters.
The all-red lacquered walls are contrasted against bold monochrome accents, with a ‘Redwall’ dedicated to the brand’s core denim collection. Inside, shoppers will find the latest Diesel collections, as well as exclusive products such as a special denim capsule collection and silver jewellery chokers.
The renovated space, which also includes an art gallery to give space to emerging artists, is the first Diesel concept store in the world to host the Cucina Diesel Farm, the brand founder Renzo Rosso’s restaurant.
