20 years after the opening of the first ever Diesel store in Lexington Avenue, the brand has once again chosen Manhattan to debut its new retail design concept. Located at 625 Madison Avenue, the flagship store has been designed in collaboration with the Japanese architect firm Wonderwall, headed by Masamichi Katayama. The idea behind the reboot was simple: an apartment – a symbolic new house for the brand.

Customers travel 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 beautiful stainless steel and glass installation highlighting the quality and mastery of the brand in this category.

Also, the store façade’s cement mortar captures light to accelerate the surrounding air’s natural oxidation, decomposing the polluting elements in the atmosphere (a process called photocatalysis). How cool is that? Additional design features include steel fixtures paired with Persian rugs, concrete flooring with wooden ceilings, antique furniture and high-definition screens displaying custom digital artwork from the renowned art collective, Field.

Renzo Rosso and Nicola Formichetti
Renzo Rosso and Nicola Formichetti

Renzo Rosso, Diesel’s founder, had a piece of advice for his customers: “I’m enthusiastic about the change the brand is spear-heading in retail. My only advise to Diesel fans is to visit the Madison Avenue store and live the brand’s new shopping experience”.