Diesel flagship store, New York City

December 14th, 2015 by retail design blog

After closing its store on Lexington Avenue earlier this year, Diesel has returned to the upper east side with a boosted retail concept as formulated by creative director Nicola Formichetti and Masamichi Katayama, the creative director at famed tokyo-based design practice Wonderwall. The flagship store is a major showcase for the brand, and as such it features a newly conceptualized interior design code that befits this stature. Built on the notion of a private apartment, the store features various sections, each with a distinct homely look and feel. Amidst a reception hall décor the Diesel Black Gold collection is presented, while the living room showcases the full range of Diesel items.

At the far end of the store, a wine cellar-inspired section presents Diesel’s coveted denim range. The design is eclectic, to say the least, pairing oriental rugs with polished concrete flooring and a ceiling covered in a contrasting light timber. The store is dotted with carefully sourced vintage furniture pieces yet part of the backdrop is made up by hi-definition screens that feature digital work by british sound and art collective field. As a result shoppers are immersed in a tantalizing lifestyle experience that’ll surely have them linger a little longer on the premises.

http://superfuture.com/supernews/new-york-diesel-store-opening

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