DIESEL Shibuya in Tokyo first opened its doors in 2010. The store has recently seen a major transformation instigated by its creative director Glenn Martens. The revamp not only aims to emphasise the brand’s identity, but perhaps even more so its individualism, spirit of freedom, and last but not least, audacious irreverence.
The new retail aesthetic is more or less defined by the graphic application of DIESEL red and industrial metal billboards, and here on the expansive premises, the design concept goes full throttle. Taking ample cues from billboards celebrating vintage DIESEL ads, similar to those that ran along iconic American highways like Route 66.
Adding up to the free-spirited vibe are walls are covered in riveted raw steel panels, as if billboards had been broken down, repurposed and reversed. A more refined application of DIESEL’s signature industrial edge takes form on walls and floors treated with artisanal, handmade resin posters.
The brand’s Red Wall remains a signature element, featuring its core denim collection. And speaking of merchandise, the revamped DIESEL Shibuya store also carries exclusive products, such as a special denim capsule collection and silver jewellery chokers. Interestingly, the store renewal also marks the opening of the Upcycle Lab corner in the basement. Here, DIESEL‘s second-hand clothes and dead stock is sold.
Additionally, DIESEL Shibuya offers quick fix services, such as denim repair and hemming, as well as a denim repair and upcycling service for customers as part of its membership programme. The store now includes Cucina DIESEL Farm, a restaurant serving traditional and authentic cuisine from the Veneto region and wines produced at the bio-diverse DIESEL Farm.
The DIESEL ART GALLERY continues to invite up-and-coming artists to hold art exhibitions four times a year. The first exhibition after the store renewal, entitle People Have the Power, features the works of Nanae Mitobe, a Japanese artist known for her style with a heavy, thick paint.
DIESEL new store and Cafe in Tokyo at Shibuya
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