For the Diesel store, it shows Diesel’s new retail design concept that expresses the brand’s alternative to luxury positioning. Diesel Aoyama offers a full men’s and women’s collection of denim, apparel, bags, shoes, accessories and tableware from Diesel Living. A denim area, Diesel’s core product, finds its ideal representation: a beautiful stainless steel and glass installation highlighting the quality and mastery of the brand in this category. Special design details include steel fixtures paired with rugs, concrete flooring with wooden ceilings, and antique furniture with the use of technologically advanced materials.
As for the Diesel Black Gold store, it opens the first ever monobrand store in Japan. It represents the brand’s new cohesive vision, showcasing a complete range of women’s and men’s collections along with the accessories. Industrial and raw materials are utilized as a backdrop for the collection. It represents a truly brand atmosphere as the advanced contemporary line of Diesel.
Both Diesel and Diesel Black Gold launch the limited edition; Made in Japan denim for Diesel, and iconic items such as leather jacket, extra long denim for Diesel Black Gold. Very exclusive items only available at Diesel Aoyama and Diesel Black Gold Aoyama stores.
To celebrate the debut of its new retail stores, the opening party was held on 15th March 2016 at both stores. On top of that, the party was also held at a wedding chapel, which is located in the same area of the stores. Diesel wedding dresses, designed by Diesel Artistic Director, Nicola Formichetti, were presented for the event. The outside of the chapel was decorated with the luminarie, while a wedding table was set at the garden by Diesel Living with Seletti collection. The inside of the chapel was lit in blue with an unexpected performance by violinists and DJs. Diesel Living with Seletti gifts were given to the guests as a thank you for coming. The party ended with a full array of remarkable surprises and applause. A huge number of press, buyers, influencers and celebrities joined the party and enjoyed Diesel’s modern wedding.