Diesel’s New Concept Store in Cape Town

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Photography by Tegan Smith

Diesel has chosen the V&A Waterfront to debut its new retail design concept in South Africa. This new concept was designed in collaboration with Japanese architect firm Wonderwall and Diesel Artistic Director Nicola Formichetti. The concept store was celebrated with an exclusive in-store event on Thursday 23 March 2016.

Store design features include a wooden engineered floor, customized chandeliers and Foscarini lamps. Luxurious brown, black and white leather combined with industrial black metal fixtures in various finishes, perfectly highlight the contrast between antique and technologically advanced features of the store. It is the perfect expression of the brand’s alternative to luxury positioning.

The store boasts a lavish seated area for customers to admire beautifully crafted footwear and accessories. State of the art fitting rooms create a tranquil yet premium ambience where customers are free to transform themselves.

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Photography by Tegan Smith

The new concept store perfectly captures the expression of the brand’s alternative to luxury positioning. Guests were spoilt with a selection of beautifully crafted footwear and accessories, iconic fashion garments and of course, a wide selection of denim, where the emphasis is on the quality and mastery of the brand.

Denim, Diesel’s core product, has various dedicated sections within the store, emphasizing the quality and mastery of the brand in this category. Striking denim walls display key styles and washes of the 5 pocket range, while the newly introduced Doctor Denim table showcase a selection of denim items and allow stylists to engage with customers on the features and benefits of the product. Movement and durability come together at the Jogg Jeans section, where you will find a cutting edge crossbreed between jeans and active wear. It’s evident that there are many touchpoints where one can experience the heritage and craftsmanship of Diesel denim, it is after all the ultimate in collectable fashion.

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Photography by Tegan Smith

We would like to thank 4 Elements Media for inviting us, and the team is looking forward to some shopping at the new Diesel Concept store.

Until next time

Brat_M_

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