Seeing Red is a good thing. Diesel unveils the Red Takeover, a temporary concept store devoted to the energy and power of the brand’s iconic shade of red. The space is adjacent to the Diesel Flagship store in San Babila and will be open from 23rd November to 6th January. Envisioned as an immersive environment, it is designed to be experienced as a multisensory art concept rather than a traditional retail store.

Guests enter the 52-square-meter cube-shaped space on the ground floor and are completely enveloped a 3-D takeover made entirely of Diesel Red. The walls, floor and ceiling are covered in textural crushed red fabric that infuse the space with powerful and vivid energy. A limited-edition capsule collection of signature pieces from Creative Director Glenn Martens’ denim, ready-to-wear and accessories collections will be exclusively available in the store. Red jersey knits, an Oval-D Red tank, tank dress and crew neck, black denim jackets and jeans and a metallic 1DR D-Red bag emphasize the vision. Red Takeover is about confidence, individuality and the power of personal expression.