Redefining what it means to be a lifestyle brand, Diesel apartments are coming to Las Vegas. The denim label inked a deal with real estate developer BelVillage to build a Diesel-branded residential building.
The LEED-certified building will be in the upcoming Las Vegas Arts District and consist of about 250 residential units and social areas. The residences will also include “prestigious and expertly designed” penthouses with options for ownership and short-term rentals.
“The sophisticated building will supply the market’s growing need for flexibility, style, and social interaction and capitalize on the investments the city of Las Vegas is creating in the area,” Diesel stated in a release.
“As an innovator in the real estate market, BelVillage wants to shift the perception of residential living from a necessity to an excitement by offering a lifestyle that comes together with the apartment,” said Maximilian Beltrame, Bel Invest Group president and CEO. “We are happy to have found with Diesel the perfect partner in this endeavor.”
Las Vegas will be Diesel’s second residential project. Rising eight stories, Diesel Wynwood Condominium in Miami, Diesel Wynwood Condominium offers residences ranging from micro-studios to three-bedrooms, with diverse floor plans between 395 and 4,105 square feet. The property recently became the first fashion-branded condominium to accept cryptocurrency on residential sales deposits and transactions.
True to Diesel’s avant-garde marketing style, the brand took to social media in 2019 to promote a collection of 143 T-shirts called the “The Condo T-Shirts—The Most Expensive T-Shirts Ever.” Each shirt featured a different floorplan and retailed for the price of the unit, joking that the condo is free with the purchase of a tee.
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Diesel’s furniture line, Diesel Living, is offering end-to-end design options. Buyers can opt for turnkey residences with exclusive collections consisting of Moroso furniture, Lodes lighting, Scavolini kitchen and bathroom, IRIS tiles, Berti wood flooring, Seletti home accessories and Mirabello Carrara home linens.
As one of the first fashion brands to enter the world of lifestyle and living, Renzo Rosso said Diesel has always been about “disruptive, original and strong ideas.”
Since its launch in 2009, Diesel Living has evolved into a high-end concept collection that spans flooring, furniture, lighting, kitchen and bath, home textiles, accessories and more. Last spring, Diesel Living introduced an updated collection designed for hybrid lifestyles and work-from-home environments.
“With Diesel Living we launched the first true concept of modern living, where the home has a social role,” Rosso said.
“With our first residential project in Miami, we presented our fresh and modern DNA, able to reflect the lifestyle of the new generations, living their homes in a way totally different from the past, more free-spirited and sustainable,” Rosso said. “Now we are ready to take our visionary approach to Las Vegas.”