by Stephen Garner

Diesel has unveiled a new pop-up store concept in both Europe and the United States – the first such activation by the label’s new creative director Glenn Martens.

The European location is situated at Amsterdam PC Hoofstraat, an exclusive premium shopping destination in the Dutch capital. The U.S. pop-up is at Tyson’s Corner Center, a premier retail complex just adjacent to the Washington, D.C. metropolitan area. The two pop-ups will feature an assortment of seasonal products for men and women from the brand’s spring/summer 2021 drops, as well as its pre-fall 2021 collection.

These pop-ups use the company’s red tag aesthetic and hue as a primary design feature. Top to bottom, floor to ceiling, the spaces are painted in Diesel’s iconic red. In tandem, elements of discontinuity and transformation are layered into the architecture; a “For Successful Living” logo is distorted and printed across the entirety of both stores, and is only legible when viewed from their entryways.

This new design vision is set to refresh Diesel’s existing retail model by the end of the year by curating both shopping elements and experiential immersions. This new form of business is the future of its physical brand interaction and will be visible by the end of the year in the first Diesel Hub that will open in Shanghai.