it takes two to tango, and certainly in aoyama – a shopping district with a global significance, and as such replete with an abundance of high-profile boutiques and luxury brands – exposure is key for any leading brand. not surprisingly, it's just as relevant place for diesel to be present, and the italian company jumped to the occasion when the opportunity arose to launch two adjacent boutiques. the first is dedicated to the diesel line, and the company simultaneously introduces its new retail design concept to the land of the rising sun. with a strong emphasis on lifestyle, the design is sleek and modern but mimics a private apartment by way of carefully selected fixtures and props. the new diesel store stocks the full men’s and women’s collections of apparel, bags, shoes, accessories, denim, and how very appropriately, also the tableware range from diesel living. the denim collection, a staple product for the company, is presented in a hypermodern setting of stainless steel and glass, albeit softened with antique furnishings and rugs. lush potted plants dot the premises, assing up to the store's homey vibe. location: 5-5-24 minami aoyama [aoyama].