Diesel’s collaboration with Milanese department store Rinascente is set to create a buzz in the fashion industry. The partnership aims to transform the store into a bold and eye-catching display of Diesel’s iconic red and white Biscotto logo. This takeover, which will run from this week until 6 February, is expected to showcase Diesel’s fearless attitude and leave a lasting impression on shoppers.
Store takeovers have become increasingly important for luxury brands and top department stores, and Rinascente is undoubtedly a part of this exclusive group. In fact, just last month, Dior took over Harrods in London and received a lot of attention. The Diesel takeover at Rinascente may be the first of the year, but it certainly won’t be the last.
So, what can shoppers expect from this collaboration? The store’s exterior and famous arched windows will be engulfed in the supersized and graphic Biscotto logo, creating a visually striking display. As shoppers enter the store, they will find the lower level and escalators transformed into a pop-up shop showcasing Diesel’s SS23 collection. Even Rinascente’s permanent Air Snake installation will bear the Diesel logo. The aim of this collaboration is to fully immerse shoppers in the Diesel brand and create a unique and memorable experience.
In addition to the immersive experience, exclusive items will be available during the collaboration. Limited editions of the 1DR bag, a key success story for Diesel, will be on offer, as well as the 1DR Pod, inspired by the FW Diesel runway show and crafted in raw-edged denim. Each piece will come with a dedicated label, adding to their exclusivity.
The pop-up shop and store windows will also showcase the second drop of Diesel’s SS23 collection, featuring Tiger Breaks artfully slashed denim, their responsibly-crafted Diesel Rehab Denim, and the Jacron Patch group. Furthermore, shoppers can expect to find new watches, jewelry, and tech items as part of the accessories collection.
But the collaboration does not end there. Diesel and Rinascente have even designed a customized café area where shoppers can relax and enjoy the Diesel atmosphere. The entire experience has been captured under the hashtag #ForSuccessfulLiving.
Diesel’s takeover of Rinascente Milan promises to be a spectacular display of creativity, craftsmanship, and the brand’s irreverent spirit. With its bold visuals and exclusive offerings, the collaboration is sure to capture the attention of fashion enthusiasts and make a lasting impression. As Diesel continues to make waves in the fashion world, this takeover serves as another example of the brand’s commitment to pushing boundaries and setting trends.
Learn more about Diesel and Rinascente’s collaboration here: link1
Discover more about Diesel’s SS23 collection and exclusive items: link2
