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.