Artistic Director Nicola Formichetti is still working his magic with Diesel. The latest move is the launch of a concept store on Madison Ave just a stones throw from their 20 year old Lexington Ave store. It seems as if Diesel goes conceptual with most of it's stores so to actively create a concept store is an extra bit of awesome. 

Formichetti teamed up with Tokyo-based design firm Wonderwall who's portfolio includes stores designed for Nike and Uniqlo. The idea was to create an apartment space, a rather fancy apartment space, where different "rooms" house various products. For example, in the foyer can be found Diesel Black Gold while in the living room houses the main collection. There's also a room for denim that was inspired by a wine cellar. A wine cellar. See what I mean? Fancy. 

The new design is meant to be the model for other Diesel stores around the world, so expect a Diesel store at a major fashion thoroughfare to receive a makeover some time soon. Specifically, within the next three years as stores open or are remodeled with the new concept. 

 

 

Diesel Madison Avenue Concept Store

Foyer housing Diesel Black Gold

 

Diesel Madison Avenue Concept Store

Foyer as seen from the entrance

 

Diesel Madison Avenue Concept Store

The living room with Diesel's main collection

 

Diesel Madison Avenue Concept Store

The Denim Temple inspired by the look of a wine cellar

 

Diesel Madison Avenue Concept Store

The Jogg Jean on display