With the two pop-ups Glenn Martens wants to pay homage to Diesel’s DNA and heritage; the project is the first such activation envisioned by the label’s new creative director. The stores use the company’s red tag aesthetic and hue as a primary design feature. Top to bottom, floor to ceiling, the spaces are painted in Diesel’s iconic red.

In tandem, elements of discontinuity and transformation are layered into the architecture; a “For Successful Living” logo is distorted and printed across the entirety of both stores, and is only legible when viewed from their entryways. The immersion engages the visitors’ senses on all levels, leaving a strong and lasting impression.
The pop-ups are located in Amsterdam and Washington, D.C.
Photo: Diesel
The pop-ups are located in Amsterdam and Washington, D.C.
The two hubs­–one for Europe, one for the US–are both situated in premium shopping areas at Amsterdam’s PC Hoofstraat and at Tyson’s Corner Center in Washington, D.C. respectively.

Both pop-ups will feature an assortment of seasonal products for women and men from Diesel’s spring/summer 2021 drops, as well as the brand’s pre-fall 2021 collection.
The pop-ups feature an assortment of seasonal products for women and men.
Photo: Diesel
The pop-ups feature an assortment of seasonal products for women and men.
At the same time, the denim brand understands the pop-ups as a kick-off for a new retail strategy: “Diesel’s new cultural vision is set to refresh its existing retail model by the end of the year by curating both shopping elements and experiential immersions. This new form of business is the future of physical brand interaction and will be visible by the end of the year in the first Diesel Hub that will open in Shanghai,” the company states.



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