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Japan-based retailer Diesel Shibuya unveils new store concept


Recently reopened, one of Japan's largest stores, Diesel Shibuya has unveiled a new retail concept under the creative direction of Glenn Martens. 

Spanning the basement and the first floor, the redesigned store features striking graphic applications of Diesel red and industrial metal billboards. 

Inspired by vintage Diesel advertisements reminiscent of those lining iconic American highways like Route 66, the store's decorative anchor sets a nostalgic tone. The walls, covered in riveted raw steel panels, evoke the raw spirit of the road and are complemented by artisanal, handmade resin posters adorning the walls and floors.

The store showcases the latest Diesel collections and exclusive items, including a special denim capsule collection and silver jewelry chokers. Dedicated to Diesel's core denim collection, the Redwall, stands out with its all-red lacquered walls contrasting against the bold monochrome interior.

The store houses the 'Upcycle Lab' on the B1 floor which stocks Diesel's second-hand clothes and other unused inventory. The store also offers quick fix services such as denim repair and hemming, and provides a denim repair and upcycling service for members.

Enhancing the retail experience, Renzo Rosso, Founder, Diesel has opened his restaurant, Cucina Diesel Farm within the store. Originally located in Marostica, northeastern Italy, this is the only Diesel store featuring the restaurant, which serves traditional Veneto regional cuisine and wines produced at Diesel Farm, a bio-diverse property Rosso has owned and protected for 30 years.

Furthermore, the Diesel Art Gallery, a renowned center for contemporary art since its inception in 2010, continues to showcase emerging artists. The first exhibition after the renovation features the works of Nanao Mitobe.



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