Twenty years after the opening of the first Diesel store in Lexington Avenue, the brand has once again chosen Manhattan for launching its new retail design concept. Located at 625 Madison Avenue, the flagship store was designed in collaboration with Japanese architect firm Wonderwall, headed by Masamichi Katayama.

The Tokyo-based team, in collaboration with Diesel Artistic Director Nicola Formichetti focused on a specific concept: recreating an apartment space, like a symbolic new house for the brand.
Customers can move through the store's different areas reminiscent of a foyer (hosting the Diesel Black Gold line), a living room (displaying the complete Diesel offer) and, at the end part of the store, a space inspired by a wine cellar, where denim, Diesel's core product, finds its ideal representation: a stainless steel and glass installation highlighting the quality and mastery of the brand in this category.

Also the three dimensional pattern of the store façade decor is a tribute to denim, inspired by the “V” stitch of Diesel’s well-known 5-pocket back pocket. Not only: the store façade's cement mortar captures light to accelerate the surrounding air's natural oxidation, decomposing the polluting elements in the atmosphere according to a process called photocatalysis.

Persian rugs, concrete flooring with wooden ceilings, antique furniture with the use of technologically advanced materials, and high-definition screens displaying custom digital artwork from renowned art collective Field complete the store’s interiors.

The new concept expresses the brand's new luxury positioning strategy and the store is a cornerstone of the brand's new retail strategy deployment, which will see several locations around the world opened, relocated or refitted with the new design concept in the next three years.

Renzo Rosso, Diesel's founder, commented: "I'm enthusiastic about the future-forward change the brand is spear-heading in retail. My only advice to the Diesel fans is: go visit the Madison store and live the brand's new shopping experience".