Glenn Martens, Creative Director, Diesel plan to pay homage to the brand’s DNA with two pop-ups. The project is the first such activation envisioned by the label’s new creative director. The stores use the company’s red tag aesthetic and hue as a primary design feature.
The pop-ups are located in Amsterdam and Washington, D.C. The two hubs¬–one for Europe, one for the US–are both situated in premium shopping areas at Amsterdam’s PC Hoofstraat and at Tyson’s Corner Center in Washington, D.C. respectively.
Both pop-ups will feature an assortment of seasonal products for women and men from Diesel’s spring/summer 2021 drops, as well as the brand’s pre-fall 2021 collection.
The pop-ups feature an assortment of seasonal products for women and men. At the same time, the denim brand understands the pop-ups as a kick-off for a new retail strategy: “Diesel’s new cultural vision is set to refresh its existing retail model by the end of the year by curating both shopping elements and experiential immersions. This new form of business is the future of physical brand interaction and will be visible by the end of the year in the first Diesel Hub that will open in Shanghai,” the company states.