The Italian denim label has partnered with RTG Consulting and Muse Group to launch the world’s first Diesel Hub concept store.
Occupying an area of 900sq m, the newly launched Diesel Hub offers guests a mix of retail and dining, housing an eatery called Diesel Brave Bar which takes up around a quarter of the store’s space. The Diesel Brave Bar offers a menu of food and drinks, including craft beers and boutique spirits.
The launch of the concept store is part of Diesel’s larger plans to roll out multiple Hubs across the globe, however the brand noted that Shanghai was the ideal first destination for the Hub as the city is known as a global centre of art, fashion and culinary hot spots.
Angelito Tan, Chief Executive Officer of RTG Group Asia, commented: “The desire for an enhanced retail experience is on the rise with the millennial generation. Retail must transform faster than ever in creating unique experiences across all touchpoints and Diesel’s foresight into this trend helped provide a channel for us to create a platform that is shaping the future of retail.”
