Madison Avenue Flagship: Fashion Brand Diesel Opens New Store In New York

Italian clothing brand Diesel just opened a new flagship store in New York City at 625 Madison Avenue. The store was designed in collaboration with Japanese architect firm WonderWall, headed by Masamichi Katayama.

“The Tokyo-based team, in partnership with Diesel Artistic Director Nicola Formichetti, envisioned a simple yet unexpected concept; the idea of an apartment space, a symbolic new house for the brand. Customers travel through the store’s different areas reminiscent of a foyer (hosting the Diesel Black Gold line), a living room (displaying the complete Diesel offer) and at the back of the store, a space inspired by a wine cellar. This is where denim, Diesel‘s core product, finds its ideal representation in a beautiful stainless steel and glass installation highlighting the quality and mastery of the brand in this category,” according Dexigner.

The concept store is the first of 120 Diesel locations to be opened worldwide with the brand’s design built around The Apartment.

“I’m enthusiastic about the future-forward change the brand is spearheading in retail,” commented Renzo Rosso, founder of Diesel. “My only advice to the brand’s fans is: go visit the Madison store and live the brand’s new shopping experience.”