In an exciting move, Diesel, the renowned Italian fashion brand, has unveiled a groundbreaking pop-up store concept at two prime locations – Amsterdam PC Hoofstraat in Europe and Tyson’s Corner Center in the United States. This innovative retail model marks a significant milestone under the creative leadership of Glenn Martens, who took the helm as Diesel’s creative director in October 2020.
The pop-up stores will offer a curated selection of the brand’s latest spring/summer 2021 collections for both men and women, along with an exclusive sneak peek at the upcoming pre-fall 2021 line. Embodying Diesel’s storied legacy and iconic ‘For Successful Living’ ethos, the interior design of these temporary stores is characterized by the brand’s signature red hue. The slogan ‘For Successful Living’ is creatively integrated into the store design, with the words intricately distorted and visible only when approached from a specific angle. To prioritize the health and safety of customers, strict adherence to local Covid-19 guidelines will be observed at both pop-up locations.
In a press release, Diesel articulated its vision of revolutionizing the traditional retail landscape through a fusion of shopping opportunities and immersive experiences. Looking ahead, the brand envisions expanding this innovative retail concept with the introduction of the pioneering Diesel Hub in Shanghai by the end of the year. This forward-looking strategy underscores Diesel’s commitment to reimagining the future of retail.
As part of the OTB (Only The Brave) group, Diesel shares a prestigious portfolio with esteemed fashion labels like Maison Margiela, Viktor & Rolf, Marni, and Amiri. Notably, OTB is currently in discussions regarding the potential acquisition of the Jil Sander brand. Despite the economic challenges posed by the pandemic, Diesel remains resilient, registering a 14.3% decline in consolidated turnover to €1.317 billion ($1.596 billion) during the previous fiscal year, with net sales totaling €1.238 million.
By introducing the cutting-edge pop-up store concept, Diesel is embarking on a bold endeavor to redefine the retail experience, seamlessly integrating the brand’s timeless essence with avant-garde design and immersive elements. This innovative approach underscores Diesel’s unwavering dedication to its clientele and commitment to providing a remarkable shopping journey.
For more information, visit the official Diesel website here and explore the latest collections and updates.
