after closing its store on lexington avenue earlier this year, diesel has returned to the upper east side with a boosted retail concept as formulated by creative director nicola formichetti and masamichi katayama, the creative director at famed tokyo-based design practice wonderwall. the flagship store is a major showcase for the brand, and as such it features a newly conceptualized interior design code that befits this stature. built on the notion of a private apartment, the store features various sections, each with a distinct homely look and feel. amidst a reception hall décor the diesel black gold collection is presented, while the living room showcases the full range of diesel items.
at the far end of the store, a wine cellar-inspired section presents diesel’s coveted denim range. the design is eclectic, to say the least, pairing oriental rugs with polished concrete flooring and a ceiling covered in a contrasting light timber. the store is dotted with carefully sourced vintage furniture pieces yet part of the backdrop is made up by hi-definition screens that feature digital work by british sound and art collective field. as a result shoppers are immersed in a tantalizing lifestyle experience that’ll surely have them linger a little longer on the premises. location: 625 madison avenue [upper east].