Diesel opened its revamped New York City flagship in the SoHo shopping district ahead of fashion week.
The two-level store features a new vision under the creative direction of Glenn Martens, who is refreshing the brand’s existing retail model by curating both shopping elements and experiential immersions. The design expands on the logo-themed concept Martens rolled out last year at two temporary retail locations in Amsterdam PC Hoofstraat and Tyson’s Corner Center outside of Washington, D.C.
The Spring Street store’s ground level is dedicated to Diesel Library, the newly established responsible denim collection that takes a genderless design approach and offers a wide range of evergreen and longer-lasting denim items on a made-to-stay basis. The collection is surrounded by an oversized LED wall featuring a CGI landscape that morphs in color and form.
The basement level where consumers can shop Diesel’s Spring/Summer 2022 runway collection and pre- and main collections enclosed by walls painted the brand’s signature red and white.
“The entire space exhibits elements of renewal, disruption and transformation, highlighting the functional and innovative design details that can be seen throughout the store,” the brand stated.
The “stripped-back” boutique design defines Martens’s concept. Factory-inspired galvanized metal racks line the perimeter of the store, while Lucite shelving and seating can be found throughout the open shopping area. Sculptural elements punctuate the space.
The New York City flagship is the first of several refreshed store openings Diesel has planned for 2022. Tokyo Ginza, Shanghai Grand Gateway and Paris Saint Honoré are next.
Diesel’s rebranding played a role in parent company OTB’s positive 2021. The Italian company reported that its earnings have returned to pre-pandemic levels, as net sales reached $1.71 billion (1.5 billion euros) in 2021, up 18 percent compared to 2020.