The brand is showcasing a more “gender neutral” shop interior.
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Diesel unveils its new store concept in London’s Knightsbridge today.
The 2,185 sq ft flagship at 73 Brompton Road is spread over two floors and houses the brand’s full men’s and womenswear ranges.
It was designed by Japanese architecture firm Wonderwall and Diesel’s artistic director Nicola Formichetti and is the second store to feature Diesel’s new shop fit. It was first unveiled at the store on Madison Avenue, New York, last November.
The concept is less industrial than Diesel’s previous stores and more “gender neutral”. It features Persian-style rugs, antique furniture and a stainless steel and glass installation.
Diesel has 14 stores in the UK, including one for its higher-end Black Gold sub-brand.