MILAN — Whimsical and at times controversial, Diesel’s ads and communication have broken ground over the years and, true to form, the Italian fashion company is pairing the sale of its first Diesel-designed apartments with a new campaign: “The Condo T-shirts: The Most Expensive T-shirts Ever.”
Each of the 143 tops comes with a printed graphic of an apartment at the Diesel Wynwood condo development in Miami and a price tag reflecting the unit. For example, the “D6-L7” T-shirt costs $1.05 million, while the “F2-L7” shirt costs $5.5 million. “If you buy one, you get a new home for free,” claims Diesel.
The campaign, by creative agency Small and directed and photographed by Hernan Corera, launches today in Miami.
This is the most ambitious project for Diesel Living, the brand’s home and interiors division, which, as reported last year, has partnered with real estate group Bel-Invest.
“Diesel Living is embracing a more consistent and structured approach to the world of contracting, with this first project in Miami,” Diesel founder Renzo Rosso told WWD. “With its partners, Diesel Living’s strategy is to strengthen the brand’s presence in the field of private and residential properties with unique collections addressed to the world of contracting, which today represents the most dynamic part of the market.”
Diesel Wynwood, which is certified by WELL, the leading tool for advancing health and well-being in buildings globally, includes a pool, a gym, a meditation room, a meeting space and an expansive, open-space lobby with an art gallery area, as well as a courtyard, designed by Diesel as a forest of tropical plants for residents.
Bringing light into living spaces, apartments feature gradient walls and discreetly reflective surfaces. There are 13 individually designed penthouse duplexes and maisonettes with private terraces. “Cosmic swirls of liquid marble cloak the lobby, halls and apartment bathrooms, rendering these interiors nearly hallucinogenic in their effect,” Diesel said.
Tropical greenery is juxtaposed with urban materials such as concrete, golden mesh, pipes and metal. Graffiti-etched cement walls are in sync with the murals that define this artistic neighborhood.
Refracted light installations and infinite mirror reflections add a surreal and futuristic touch to the hallways and lounges.
The building, clad in black brick with minimalist wood screens and broad glass windows, and with a bold gradient finish on the structure, is designed by Zyscovich Architects and developed by Bel Invest Group, which lists offices in Miami, Berlin, Barcelona and Italy’s Vicenza, not far from Diesel’s headquarters. The group was founded by Italian-German entrepreneur Maximilian Beltrame.
Rosso already has a personal investment in Miami with the Pelican Hotel, an Art Deco building constructed in 1939, which the entrepreneur restored and opened in 1994 on the city’s South Beach strip. The hotel is being renovated.
Diesel Living has evolved from a textile collection launched in 2008 to a full-fledged interiors line, under the creative lead of Rosso’s son Andrea, and includes partnerships with leading firms: Moroso for furniture; Foscarini for lighting; Scavolini for kitchen and bathroom; Seletti for tableware; Berti for wooden flooring; Iris for ceramic tiles, and Mirabello Carrara for home linen.
Other Italian fashion brands have entered the residential design business, from Giorgio Armani to Fendi, Versace and Roberto Cavalli, to name a few.