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The store showcases the iconic and vibrant Diesel red along with industrial metal billboards, making it the most expansive and intense interpretation of Diesel’s design concept seen in its stores worldwide. A remarkable anchor at the entrance draws inspiration from vintage Diesel advertisements, reminiscent of those along historic American highways like Route 66. Inside, the raw spirit of the road is brought to life with walls clad in riveted raw steel panels, creating a sense of billboards being broken down, repurposed, and reversed. These panels are featured on the first and third floors. Diesel’s signature industrial aesthetic is further reflected in the artisanal resin posters adorning the walls and floors.
Spanning five stories, including a rooftop, the Diesel Dosan store is enveloped in Diesel’s intense red logo. Each floor is defined by Diesel’s bold red and industrial metals, enhanced by handcrafted furniture designed specifically for the store. The first floor features a bold monochromatic space, while the second floor is enveloped in Diesel’s iconic red, showcasing the latest Diesel collections for women, men, and accessories. The third floor introduces a new custom pink color in the exclusive VIP lounge area, offering customers a more private shopping experience.
Diesel Dosan will offer not only the latest collections but also exclusive products such as men’s and women’s ready-to-wear items inspired by the brand’s iconic silver color and the signature 1DR bag, available exclusively at the Diesel Dosan store.
To celebrate the new store and this significant milestone for the brand, an opening party was held on July 19th. VIP guests included artists DPR ARTIC, DPR CREAM, Hwasa, Joy of Red Velvet, and I.M of MONSTA X. K-Pop icon Hoshi of Seventeen also attended, marking his involvement as the new Diesel brand ambassador.
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