Diesel has made a big media splash in Shanghai. To celebrate the opening of Shanghai International Fashion Showcase, the Italian fashion brand headed out east for an unprecedented brand showcase. Held at Shanghai Exhibition Center, an immersive exhibition is presented which narrates the brand’s 37 years of history and its vision for the future as created by Nicola Formichetti, its new artistic director. Entitled Welcome to Diesel World, the showcase fuses reality and digital into an entertaining and interactive environment in which diverse product sections, ranging from denim pieces and Diesel Black Gold items, shoes and bags, to eyewear, fragrances and diesel living products, present diesel’s Italian roots and its journey to becoming the successful international lifestyle brand that it is today.

Mind you, selected pieces have been reworked and customized especially for the event into unique objects by Formichetti himself and the diesel style office. Additionally, a special fashion performance was held – featuring both professional models and people who had been scouted on the streets of Shanghai, Beijing and other major Chinese cities – and this was followed by a gig by singer and teen icon Momo Wu. Obviously, the opening was a big spectacle, attended by Formichetti, and even Diesel’s big boss Renzo Rosso had flew into town to mingle with the large contingent of Chinese celebs and other opening party guests.

via Superfuture