To take Diesel, a well-defined global brand and adapt it to various flagship and destination retail locations throughout the U.S.
Like their philosophy “Diesel is a state of mind: It is open to new things, listening to one’s intuition,” the stores reflect this attitude with an inventive and eclectic retail approach.
- Assuming an airy, yet industrial look, the various locations reveal an urban feel, often using existing architectural elements such as brick floors, walls or open ceilings adapted to the Diesel lifestyle approach.
- Their landmark jean wall takes on various guises, using large hooks to display merchandise in some locations or “found” components such as ironwork gates in others.
- Authentic and found design pieces – from retro shag rugs and mod furniture to antique tables, vintage mirrors and chandeliers - become unique merchandising elements creating customized brand expressions in each locale.
- The design finishes vary from stucco or brick to paint, and are intertwined with the antique and modern elements throughout the store.