This week in Milan, Diesel presented its Fall men’s collection at its new Diesel Planet store. It was attended by Diesel head Renzo Rosso, Chloe Sevigny and a host of Italian A-listers.
Diesel Planet Milan is one of only three stores worldwide – the other two are in Tokyo and Hong Kong. Diesel also plans to open a Diesel Planet on 5th Avenue and 54th Street in New York this Spring – I can’t wait! The groundbreaking retail concept is over 16,000 sq ft. and is wirelessly connected and integrated with bluetooth which will greet each customer via their cellphone when they enter the store. They are also greeted with a gigantic denim wall with 5,000 pieces on display. The store also has digital ” magic mirrors” which will give customers a 360 degree view of themselves, as well as store clerks able to check out customers wirelessly anywhere in the store. Of course Diesel is very integrated with the music scene, and a permanent DJ booth is installed to feature world renowned DJ’s. And for Diesel lovers who like it old school, there is a special vintage area with Diesel products from the 70’s available!
This concept just renews my love for Diesel.