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Rinascente Milano Gets a (Temporary) Diesel Makeover

Milan’s Men’s Fashion Week may be over but one of the city’s biggest brands has found a creative way to stay front and center.

Diesel and Milanese department store Rinascente, located in the Milano Piazza Duomo, have partnered for “an audacious takeover” of the department store featuring the bold red and white iconography of the Diesel Biscotto logo. 

From Jan. 17-Feb. 6, a supersized Biscotto logo—which Lyst named last year’s “logo of the year”—will engulf the Rinascente Milano’s exterior and famous arched windows, making the stately store a “a beacon of Diesel’s fearless irreverence and brash attitude,” Diesel said. 

The store’s lower level and escalators have been also transformed into a Spring/Summer 2023 popup shop. There, Diesel’s logo treatment has been applied to Rinascente’s permanent Air Snake installation, a 173-foot aerial merchandising structure that displays apparel and accessories from the ceiling. 

In addition to the popup, Diesel and Rinascente have designed a customized café area, where visitors can relax and take in the Diesel atmosphere as they shop.

The popup and store windows are dedicated to Diesel’s second Spring/Summer 2023 drop and focuses on Tiger Breaks, a range of slashed denim. A range of accessories including watches, jewelry and tech items is highlighted as well.

As part of the collaboration, Diesel created two exclusive items for Rinascente—limited editions of the in-demand 1DR bag and 1DR Pod, a hard-shell backpack. The 1DR Pod is crafted in raw-edged denim inspired by the Fall/Winter 2022-2023 Diesel runway show. Each piece comes with a special label.