© DIESEL

Seoul may not be in the same league as Paris, London, Milan, New York City and Tokyo, but from a consumer perspective, it’s an undisputed fashion capital. The bustling city is home to a savvy contingent of dwellers with a voracious appetite of fashion and lifestyle, many homegrown and globally revered creative companies have settled here, and last but not least, the unsurpassed abundance and variety of fashion and lifestyle retail offerings of both local and international brands make it a shopping destination that’s second to none. It’s no surprise that DIESEL has recently inaugurated its third standalone store here. The Italian high-end streetwear brand has secured a standalone location a stone’s throw away from Dosan Park, smack in the middle of the upscale Apgujeong shopping district. Housed in a fully redeveloped five-storey concrete building, which bears the brand’s name and slogan in bold red lettering across the façade, the store sees a the latest design codes as laid down by DIESEL‘s creative director Glenn Martens.

The ground floor sees striking imagery inspired by billboards celebrating vintage DIESEL ads, similar to those that could be found along highways stateside. To bring the raw spirit of the road inside, the walls are clad in riveted raw steel panels, as if the billboards had been broken down, repurposed, and reversed, and it can be found on first and third floors. The retail space is dotted with the brand’s bold red and industrial metals, complemented by interior finishes and handcrafted furniture designed specifically for the store. The first floor, a bold monochromatic space, and the second floor, surrounded by walls entirely coloured in the brand’s iconic red hue, present all the latest DIESEL collections for women, men, and accessories. On the third floor, an exclusive V.I.P. lounge is situated, dipped entirely in a custom pink colour. The new DIESEL store carries the latest collection, but also a number of exclusive men’s and women’s ready-to-wear items inspired by the brand’s iconic silver colour, and the brand’s signature 1DR bag, which will be exclusively available here. © superfuture

DIESEL
23 Eonju-ro 168-gil (Apgujeong)
06017 Seoul
Telephone +82 2 5158770
Daily 11am-8pm

© DIESEL