Diesel has opened a flagship store in Seoul’s Hannam district, combining retail and cafe spaces in a single location, a first for the brand in South Korea.
The two-storey building features a red glass facade measuring more than 20 metres, with Diesel signage and an interior characterised by concrete surfaces, sculptural furniture and a spiral staircase.
Half of the space is used for retail, showcasing Diesel’s ready-to-wear, denim and accessories lines, along with a customisation area for personalised denim pieces.
The adjoining Diesel Cafe, developed in partnership with Korean roaster Anthracite Coffee, follows a similar industrial design and adds a food and beverage component to the site.
Diesel also released a Seoul-exclusive capsule collection of four unisex pieces, including a hoodie, two T-shirts and a cap featuring logo patchwork details. The collection is available only at the Hannam store.
The launch further reinforces the Italian brand’s footprint in Asia, following the reopening of its Tokyo Shibuya store, also designed under Glenn Martens’ creative direction.
