Diesel Shibuya, among Japan’s biggest stores, has reopened with a fresh concept under the innovative direction of Glenn Martens.
The recently designed two-level store, straddling across the ground floor and basement, has a remarkable aesthetic with Diesel’s signature red hues and industrial metal billboards. Taking inspiration from vintage Diesel advertisements comparable with the iconic American highways such as Route 66, the store’s decor pays reverence to this heritage. Rooted raw steel panels line up the walls, capturing the rough essence of the road, while artisanal resin posters embellish the walls and floors, adding a feel of craftsmanship.
Featuring the newest Diesel collections and select items like special denim capsule collection and silver jewellery chokers, the store caters to a fashionable clientele. The Redwall section displays Diesel’s core denim collection against a background of all-red lacquered walls, generating a bold contrast within the neutral interior.
A remarkable addition to the re-opening is the ‘Upcycle Lab’ on the basement level, providing customers the chance to buy second-hand Diesel clothing and dead stock, exclusive to the Shibuya store. Additionally, the store offers convenient services such as denim repair and hemming, alongside a membership-exclusive denim repair and upcycling service.
