DIESEL OPENS A NEW STORE IN ANTWERP
Diesel continues the expansion of its updated visual and retail identity, opening a new store in Belgium’s design capital.
Diesel brings its spirit of bold identity, individualism, freedom and irreverence to Antwerp, Belgium. Located on a historic street at Schuttershofstratt 5, the new space represents an undiluted expression of the brand’s fashion and design attitude under the Creative Direction of Glenn Martens, whose audacious vision has reinvigorated Diesel for a new generation. Antwerp is of personal significance for Martens, a native of Belgium, who graduated from the city’s Royal Academy of Fine Arts.
Defined by the iconic, graphic application of Diesel red and industrial metal billboards, this store represents an evolution of the recently launched retail design concept connecting Diesel’s global store fleet across Europe. The store’s decorative anchor is a distressed freestanding billboard, a to-scale replica of those that ran along the fabled American highways like Route 66. Throughout the space, displays are decorated with metal peel-off vintage posters.
A more refined application of Diesel’s signature industrial edge takes form on walls and floors treated with artisanal, handmade resin posters. The Red Room, a bold monochromatic chamber surrounded by lacquered walls in all-over Diesel red, is devoted to the denim collection, the beating heart of the brand. The original limestone façade has been restored according to Antwerp’s heritage criteria and features Diesel’s instantly recognizable Biscotto logo.
The Antwerp Diesel store is a special destination, an opportunity to surprise and engage clients with Diesel’s most potent visual language. A capsule collection exclusive to the store is crafted in distressed denim with a silver foil coating. The pieces are designed to be worn head-to-toe for a total look: a denim jacket, denim jeans, a long-sleeve T-shirt, a tank, a tank dress with the metallic Oval D emblem on the chest, metallic denim cuissard boots, D-Venus-SB pumps and new versions of the 1-DR and D-Vina bags.