Retail in Asia

In Markets

Diesel reopens renovated Shibuya store with restaurant

Diesel has reopened the doors to its newly renovated Shibuya store, serving as one of the luxury brand’s largest stores in Japan.

SEE ALSO: Diesel inks distribution deal for Thailand and Vietnam

Spanning two floors, the reopened Shibuya store showcases a new store concept under the creative direction of Glenn Martens, based on a bold identity, individualism, and spirit of freedom and irreverence, according to a press release.

From the outside, the store is licked in the iconic Diesel red. Inspired by billboards celebrating vintage Diesel advertisements, the store walls are covered in riveted raw steel panels, with the brand’s industrial edge taking form on walls and floors treated with artisanal, handmade resin posters.

The all-red lacquered walls are contrasted against bold monochrome accents, with a ‘Redwall’ dedicated to the brand’s core denim collection.

Inside, shoppers will find the latest Diesel collections, as well as exclusive products such as a special denim capsule collection and silver jewellery chokers.

Source: Diesel

The reopening also marks the opening of the ‘Upcycle Lab; corner on the B1F. Diesel’s second-hand clothes and Diesel’s dead stock, which is sold exclusively at the Shibuya store, will be available for sale, with the store offering quick fix services such as denim repair and hemming, as well as a denim repair and upcycling service for customers as part of its membership program.

The renovated space, which also includes an art gallery to give space to emerging artists, is the first Diesel concept store in the world to host the Cucina Diesel Farm, the brand founder Renzo Rosso’s restaurant.

Originally located on the hills of Marostica, northeastern Italy, the Diesel Shibuya store is the only location to hose the restaurant. Offering traditional Veneto regional cuisine, the restaurant serves the wines produced at Diesel Farm, a bio-diverse property the Italian entrepreneur has owned and protected for the last 30 years.

Meanwhile, the Diesel Art Gallery founded in 2010, will continue to invite up-and-coming artists to hold art exhibitions four times a year. The first exhibition after the renovation will feature the works of Nanao Mitobe.

Diesel forms part of the OTB Group stable of brands, alongside Marni and Maison Margiela. Since 2020, Diesel’s collections have been overseen by creative director Glenn Martens, including apparel, accessories and a wide range of lifestyle collaborations.