Only three years after first opening up shop in the tony Hannam district of Seoul, DIESEL has relocated down the road to bigger premises. The company as secured the spacious former home base of a foundation related to a disgraced South Korean business mogul, whose landmark double façade has now been glass-encapsulated and marked by giant DIESEL lettering in a bold new design by DIESEL‘s creative director Glenn Martens and his in-house design team. The design aims to create a visual dialogue between the interior and the street. Inside, the space is entirely constructed from precast concrete, embodying a modern brutalist aesthetic. Every detail, from the custom-built furniture to the sculptural spiral staircase, reflects DIESEL‘s unapologetic design codes. A distinctive flooring concept transforms the ground floor into an art installation, embedding references to the brand’s universe. At the heart of the store sits the denim area, which includes both seasonal collections and signature five-pocket styles.

This section of the retail space is anchored by a deep-red installation inspired by DIESEL’s iconic Biscotto logo. Here, shoppers can engage in a denim customisation service, creating one-of-a-kind pieces. But that’s not all. On the other side of the premises, South Korea‘s very first DIESEL Café, created in collaboration with Anthracite Coffee roasters, allows shoppers to sit back and indulge in various coffee concoctions in a setting which is adorned by an anamorphic art installation in precast concrete celebrating the South Korean capital’s creative energy. In celebration of the store opening, DIESEL dropped the DIESEL Seoul capsule collection, which exclusively available here, and which includes four unisex jersey pieces—a hoodie, long-sleeve t-shirt, short-sleeve t-shirt, and baseball cap, all reimagined with patchwork logo details. The opening of DIESEL Hannam, is another chapter of the Italian brand’s retail upgrade, which will be introduced in the near future at existing stores in Milan and Tokyo. © superfuture