London’s global significance as a fashion hub is demonstrated by a myriad of factors, and retail is definitely one of them. The British capital is a nucleus of leading boutiques and flagship stores that’s matched by very few cities on the planet. It’s no wonder that brands see London as an ideal platform to flex their creative muscle and show what they’ve got. And that’s exactly what Italian apparel brand Diesel have done by taking the pop-up retail formula to the next level and launch a pop-up concept store there.
Dubbed Diesel Village, it’s located in a building that housed the former Burberry flagship store, and measures a spacious 5,000 sq.ft. [465 sqm.] spread over two floors. The store is conceptualized with the Diesel community in mind, and as such it’s very much an interactive retail space that adventurously takes cues from the brand’s for successful living motto, featuring a series of designated spaces for male and female shoppers that aim to engage their own creativity.
These sections are each represented by differently designed greenhouse structures, curated in collab with Brinkworth and Wilson Brothers. To ensure a continuing buzz, creatives from the worlds of music, fashion and art will be invited to take over the space, with the brief to fire up the Diesel community. So, what’s on the shelves of diesel village? Quite a lot, actually. There’s a selection of the most premium diesel men’s and women’s apparel and accessories from the s/s 2013 mainline collections, in addition footwear, fragrances and even motorbikes.
And to keep shoppers on their toes, a series of special showcases of key design concepts are scheduled, including Diesel black gold and the eagerly anticipated Edun x Diesel denim collab. The Diesel Village pop-up concept store will be operational though April of next year.