On Saturday, April 14, after a two-month-long renovation period, Diesel celebrated the reopening of its Berlin store on Kurfuerstendamm 17 with a house-warming party. The brand lived up to its own iconic reputation and arranged ten Mohawk-headed models dressed in white painter overalls and equipped with buckets and brushes to aide the move. Later, a DJ provided party sounds. 

Diesel’s Ku’damm store is the brand's most successful location in Germany and was redesigned by the local retail team along with Diesel’s Italian architect. The 305 sqm space was completely gutted and the entire floor redone, with a special focus placed on the women's section. Furthermore, the lifestyle collection is now paired with vintage elements and rounded out with Diesel Foscarini shiners and Diesel Moroso furniture in an attempt to match the store's interior with the quality of the collections. 

"Diesel has been trading up for years; this renovation allows for a new, premium home for our realigned collections. We want our customers to be comfortable at our stores and really experience the Diesel lifestyle. Furthermore, we believe in the development of the Ku'damm location," commented Thorsten Link, CEO of Diesel Deutschland GmbH.