paris: #dieselreboot

© diesel

nicola formichetta has taken over the creative reign at diesel as the brand's artistic director, and already there's a major shake-up of a digital kind to be felt. known to be on top of his game, formichetti is very well-connected in various alternative scenes across the planet and has a tri-cultural scope on things. he recently launched the #dieselreboot campaign on tumbler in order to connect to a new generation of creatives worldwide. these were invited to upload imagery that would represent the diesel brand's new identity. over a thousand works have been selected to adorn the flagship of department store galeries lafayette in paris, and in a way that can be best described as a massive visual takeover. a further five artists have been selected to design special art installations for the store's premises, including laturbo avedon, kim laughton and nicolas boillat [on through oct 24]. location: 40 boulevard haussmann [st.-honoré].

© diesel