Tuesday, 3 February 2009

So, what does the world’s biggest DIESEL store look like?


In two words? : A Planet.

Yup, this is not your typical flagship store. What the DIESEL PLANET represents is the whole ‘successful living’ ethos encapsulated in a sprawling 1,500 sq meters of retail space. Located in at the intersection of Piazza San Babila and Corso Vittorio Emanuele, one of Milano’s bussiest shopping streets, this mega-space consists of three levels that showcases all the collections and lines of the brand.

Diesel Founder Renzo Rosso Tells WWD:

“This is a fantastic store, and its large size allows us to present the collection in an incredible way, respecting the theme of the season. I’m proud I waited for the right location, and I’m very pleased with business here so far”.


No snobbish doorman here, Diesel fans will be greeted virtually via their cell phones upon entering this wonderland, courtesy of the integrated WIFI throughout the entire premises. At the entrance, an enormous wall of denim will welcome fans. On it, over 150 models are displayed indifferent colour, 5000 types in total.



Wireless technology also powers other unique innovations. To find out that particular pair jeans that fits you, you can let a PC to choose for you the perfect cut and wash. Once you find a potential candidate to try on, the store provides digital magic mirrors that give a 360° view of your silhouette. There is no pressure to decide here, as the friendly store assistants will discreetly be able to check out customers wirelessly anywhere in the store. The WIFI connection allows you to shop in the on-line boutique (although that would in a way defeat the whole purpose of actually going to a brick-and-mortar store, hehe…)

Moving up the spiral staircase which is the centrepiece of the store, customers will be able to notice architectural details such as the crystal, curved wall measuring 7 metres high that spreads from one side of the store to the other. Here, the store houses the uber Black Gold collection, Diesel Kids, accessories galore as well as the home furnishing line. Those who feel like splurging can also order the 500 Fiat by Diesel will also be available for purchase.

And for Diesel lovers who like it retro (or just perchance hoping to finally lay their hands of the coveted X-Rotuck 796 jeans, hehe…) there is a special vintage area with Diesel products that have reached cult status from the 70’s available!





Shopping here is surely a feast of the senses: in-house music will be played live, thanks to the permanent DJ booth which is installed to feature world renowned DJ’s. Also, continuously changing perfume essences will transcend throughout each floor. Enlightened fashionistas (surely those two words go together) would appreciate the in store library which sells the best editions in fashion and design published by Tashen, including the XXX of Diesel Communication.

The Diesel Planet Milan is one of only three stores worldwide - the other two are in Ginza,Tokyo and Queens Road, Hong Kong. Diesel is now gearing up to open its fourth Planet on 5th Avenue and 54th Street in New York this Spring .

ps: All these planetary conquests are good news. Now, if only Kuala Lumpur would have its own store. A teeny weenie one would do. Or a corner lot. Or a kiosk. Or a shop-in-shop. Or whatever. Sigh. Even a friend of mine tells me that Jakarta now carries the Diesel Denim Gallery line at the newly opened Harvey Nichols there. Club21 Pte Ltd are you listening?

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