DIESEL PREMIERES NEW STORE CONCEPT ON MADISON AVENUE

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Twenty years after the opening of the first Diesel store on Lexington Avenue in New York, the brand has unveiled its new retail design concept in Manhattan. Located at 625 Madison Avenue with 2,800 square feet of selling space , the store was designed in collaboration with Japanese architect firm Wonderwall, headed by Masamichi Katayama.

The Tokyo-based team, in partnership with Diesel artistic director Nicola Formichetti, envisioned a simple yet unexpected concept; the idea of an apartment space, a symbolic new house for the brand. This store is a cornerstone of Diesel’s new retail strategy deployment which will see several locations around the world opened, relocated or refitted with the new design concept in the next three years.

Customers travel through the store’s different areas reminiscent of a foyer (hosting the Diesel Black Gold line), a living room (displaying the complete Diesel offer) and at the back of the store, a space inspired by a wine cellar. This is where denim, Diesel’s core product, finds its ideal representation in a stainless steel and glass installation. The three dimensional pattern of the store’s façade is also a tribute to denim, which was inspired by the back “V” stitch of the brand’s iconic 5-pocket.

“I’m enthusiastic about the future-forward change the brand is spearheading in retail,” said Deisel’s founder Renzo Rosso. “My only advice to the brand’s fans is: go visit the Madison store and live the brand’s new shopping experience.”