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Diesel to adapt Milan flagship store to new interiors concept
Since mid-September, the number of Diesel stores in Paris has risen to five. The most recent, at 27 avenue Victor Hugo in the 16th arrondissement, features in full the Italian fashion label's latest retail concept, developed with Japanese architecture studio Wonderwall.
The new concept is already deployed in a handful of stores, in New York and Japan. The Parisian version extends over 178 square metres, on premises formerly occupied by a Massimo Dutti store.
The store's two main areas both feature interiors characterised by the interplay of wood and metal, reminiscent of the atmosphere of a New York loft. The first area, with a distinctive wooden ceiling, displays Diesel's ready-to-wear collections inside aged-steel furniture, together with accessories, fragrances, watches and eyewear. Deeper into the store, the atmosphere changes as the world of denim takes over.
"A superb glass and stainless steel installation highlights the brand's quality and exceptional expertise in the segment," the label stated in a press release.
"Diesel jeans are showcased like rare gems inside glass cabinets, or jealously guarded within wonderful wooden furniture, each drawer containing an authentic denim piece."
The Denim Area's layout is clearly designed to generate interest, allowing the label to exhibit its entire range of different cuts and finishes.
The new retail concept will be deployed gradually, said Diesel.
"By the end of the year, we will renovate our Milan flagship in San Babila," stated Jonathan Hewlett, the label's new head of Europe.
"We then plan to introduce the concept in other key cities worldwide." In the next three years, Barcelona, London, Hong Kong and Shanghai are, therefore, set to adopt the new retail concept.
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