Founded in 1978, Diesel are one of the world's premium fashion brands, synonymous with a design lifestyle that encompasses everything from apparel, denim, footwear, accessories, luggage, fragrance and homeware. With over 400 stores worldwide, Diesel is renowned for its adventurous spirit, often seen in its stores, provocative guerrilla advertising, events, and social media activity.

 

With over 5000 points of sale, maintaining consistency and effectiveness of both brand experience and physical retail environment was proving difficult for Diesel. As a global brand, dispersed manufacturers and suppliers were causing quality and supply issues. Looking specifically at the global concession business, the brief called for a consolidated retail strategy and concept which would accommodate all product ranges across genders, presented within a retail experience which would be totally flexible, relevent to the customer and easily manufactured anywhere in the world.

 

The strategy focused on creating an environment that would work equally well in the presentation of mens and womenswear, with minimal material changes. Photography studios were identified as examples of environments suggesting fashion and creativity, whilst having a neutral gender and providing the perfect backdrop for product. Lighting gantries and framework systems were used as much to define the perimeters of the space as for their appropriate aesthetics. Flexibility was built into the design, enabling material changes within the furniture, as well as interoperability within fixture elements, for ease of use.

 

By consolidating design and functionality, it was possible to create an engaging branded retail experience that succesfully expressed the personality of Diesel, especially within the challenging confines of concession spaces. This differentiation drove an upswing in footfall, increased browsing times and ultimately grew sales, particularly in the areas of luggage and accessories. Implementation costs were significantly reduced and quality of production, distribution and installation of the spaces was greatly improved.