rome: diesel flagship store opening

© diesel

diesel has done some reshuffling in its retail network in rome, and the outcome resulted in the opening of a new flagship store in the heart of the city. situated at piazza di spagna, an iconic location visited by millions of tourists each year, the italian fashion brand occupies a highly prestigious retail space of 400 sqm. [4,306 sq.ft.] and no less than 11 windows that look out onto the historic square. given this top spot, the store interior has intentionally been luxed up, featuring luxurious materials, shiny finishes and a sophisticated lighting system. the central area of the store presents the diesel main line, in addition to accessories, watches, eyewear and fragrances, all amidst a setting of slatted wooden floors and concrete ceilings. the furniture is marked with natural black iron fittings, black lacquer and chrome details.

diesel being a leading name in denim, there obviously is a denim lounge with a particular focus on models of denim washes. also available is the brand's more exclusive diesel black gold collection. it's showcased in a sleeker setting with polished marble, mirrored walls and chunky modern furniture. in celebration of the store opening, diesel decided to pay homage to the eternal city with a special art installation. in collab with postmatter magazine, berlin-based artist andreas nicolas fischer created a digital installation of 65 led screens that cover the walls and ceiling of the store's entrance hall. showcased for the next three months, the immersive installation is continuously provided with topographic data from the city, resulting in ever-changing patterns on the screens. location: piazza di spagna 12 [tridente].

© diesel - store interior and screen shots of artist andreas nicolas fischer's digital installation