Diesel opens flagship in NYC

Italy's Diesel has opened a flagship location in SoHo, New York City’s prime shopping district.

The two-level Diesel SoHo store introduces a new vision under the creative direction of Glenn Martens, which aims to fully immerse shoppers in Diesel’s 'For Successful Living' ethos. Starting with a brick-exposed and stripped-back boutique, the ground floor boasts a sprawling, bright space with bone-white and signature red walls, reminiscent of Diesel’s iconic red logo.

The open shopping area is characterized by factory-like galvanized metal racks that line the perimeter of the store, as well as lucite shelving, modern-industrial modules and sculptural elements interspersed throughout the space. Meanwhile, the basement level features a unique juxtaposition of red and white walls, mixed with contrasting clothing displays.

Customers will be able to shop Diesel's Spring/Summer 2022 runway collection, along with Spring’s pre- and main collections. They will equally find a space dedicated exclusively to Diesel Library — a recently-launched responsible denim collection that takes a genderless design approach.

Over the last year, Diesel has started to shift its brand direction and strategy, announcing the appointment of Glenn Martins as its new creative director in late 2020, and most recently appointing Eraldo Poletto to the role of CEO of the luxury brand's North America region. The brand also launched its first eco collection and announced its entry into the resale market in 2021.

Looking ahead, the New York City flagship is expected to be followed by refreshed store openings in major cities worldwide, as well as the roll out of new flagships in Tokyo Ginza, Shanghai Grand Gateway and Paris Saint Honoré.

Diesel opens flagship in NYC

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