Diesel03

Diesel presented its Fall men's collection at its new Diesel Planet store in Milan this week. A highly conceptual event with a weather-related theme, guests meandered through environments filled with sun, fog, rain and rainbows. Pretty cool. It was attended by Diesel head Renzo Rosso, Chloe Sevigny and a host of Italian A-listers. Even more interesting is the store itself. One of only three, Diesel Planet is a groundbreaking retail concept spread out over 16,000 sq ft. The store is wirelessly connected and integrated with bluetooth which will greet each customer via cellphone when they enter the store. Kind of reminds us of those Gap ads in Minority Report with Tom Cruise. A perfect example of Science Fiction becoming Science Fact. The store will also have digital "mirrors" which will give customers a 360 degree view of their bodies, as well as store clerks able to check out customers wirelessly anywhere in the store. If you live in Milan, Tokyo or Hong Kong then you have the envy of us all, however, New Yorkers can expect one to open on 5th Avenue some time soon. 

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2 thoughts on “Diesel Planet”

  1. Diesel is beyond being just a denim brand; it’s an experience. I truly appreciate their depth of thought and cutting edge.

    To quote the immortal words of the great Jeff Spicoli (“Fast Times at Ridgemont High”), Renzo Rosso is “Awesome….totally awesome”!

  2. Diesel is beyond being just a denim brand; it’s an experience. I truly appreciate their depth of thought and cutting edge.

    To quote the immortal words of the great Jeff Spicoli (“Fast Times at Ridgemont High”), Renzo Rosso is “Awesome….totally awesome”!