Diesel @ Madison Ave – All photos: courtesy of Dielsel.

RETAIL – Italian Fashion brand Diesel inaugurates New York new store conceived as a “house of denim” and designed by Japanese design studio Wonderwall in partnership with Diesel Artistic Director Nicola Formichetti.

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Located at 625 Madison Avenue the new 2,800 square feet store translates denim, the brand’s core material, with an industrial imprint. “We collaborated with Wonderwall around of the idea of a home” Says Nicola Formichetti.

Customers walk through the store’s different areas reminiscent of a foyer hosting Diesel Black Gold line and a living room showcasing the complete collection. At the end, a back space area inspired by a wine cellar displays the denim imprint of the brand with stainless steel and glass installation.

Additional design features include steel fixtures paired with Persian rugs, concrete flooring with wooden ceilings, antique furniture with technologically advanced materials, and high-definition screens displaying custom digital artworks from renowned art collective, Field.

Diesel’s founder Renzo Rosso says “I opened my first worldwide store in 1996 in New York. At the time the concept, the adrenaline and modernity were very incredible. Twenty years after we’re back, this time in Madison Avenue, with something totaly fresh able to make the product talk“.

With the new store the brand aims to “position the brand’s as an alternative to luxury positioning, and a new design retail strategy worldwide” say at Diesel.

“Our strength lies in the ability to conceptualize distinctive environments that enhances the vision and branding clients aspire as well as creating environment that would touch the subconscious of the consumer and occupant” say at Wonderwall.

Headed by Masamichi Katayama, the Wonderwall Tokyo based interior design studio actualises design concepts while respecting conventional and traditional design philosophies.

Nicola Formichetti is a Japanese-Italian art-director who has been working for international fashion brands like Diesel but also, Uniqlo, MUGLER and more. He collaborated with international artists like Lady Gaga and recently realized fashion designs for upcoming star Brooke Candy. Watch the last videos below.

All photos: courtesy of Diesel.