The shop, which features two floors, is designed by creative director Glenn Martins with red and white as the primary theme colors. Diesel says this renovation reflects a refreshed image and looks under Martins’s creative guidance.
The first floor’s walls, which are red and white, reflect the brand’s red logo, and the store aims to create a spacious, airy feel by using metal racks that surround it. It also includes a big sofa, modern industrial modules, and resin shelves.
On the other side, the basement floor also has red and white displays and walls, as well as cutting-edge architectural features. Customers can purchase an all-gender selection of denim, apparel, shoes, bags, and accessories from the Diesel Fall/Winter 2022 collection and runway looks. In addition, products from the Diesel Ginza limited and pre-sale collections are now accessible in the red look that debuted during the Diesel 22FW fashion show in Tokyo in June.
Diesel has made Japan one of its main markets after spending more than 36 years there. The apparel company debuted its first Asia-sized flagship shop in Ginza in 2008 and its first large-scale global concept store in Tokyo’s Shibuya neighborhood in 2010.
The brand is also growing in other markets like Singapore, Hong Kong, and Korea. In collaboration with RTG Consulting and Muse Group, Diesel launched China’s world’s first Diesel Hub last year. The 900sqm Hub combines dining and retail, with a restaurant named Diesel Brave Bar occupying nearly a fourth of the area.
Source: Retail News Asia