Diesel is about to take the wraps off its first pop-up shop, set to open Friday in Brooklyn’s Williamsburg section.
This story first appeared in the August 11, 2014 issue of WWD. Subscribe Today.
The 1,000-square-foot store will be located at 101 Bedford Avenue in the New York borough and bear its street number, 101, as its name.
The shop is among the “reboot” actions initiated by Nicola Formichetti since becoming the brand’s artistic director in April 2013 and will serve as a home — and sale point — for elements of the fall collection, his first for Diesel, introduced in Venice four months ago. In addition to his aggressive approach to the line, he’s made substantive changes to Diesel’s advertising and, as with his many fashion projects predating his appointment at Diesel, worked to greatly enhance its presence on social media.
“We have unique pieces used only in the Diesel fashion show in Venice, exclusive denim and leather items all designed by me,” Formichetti said. “Also, you’ll find additional special touches like a Polaroid portrait gallery of our favorite people.”
In addition to special-edition items, including children’s pieces designed for the store, the location will house a small selection of third-party products, such as candles by Brooklyn Candle Studio, T-shirts by Inez & Vinoodh and Deborah Lippmann nail polish.
Designed in collaboration with Mark Gage of Mark Foster Gage Architects, the store will revolve around a mirrored encasement reflecting images from digital screens mounted on the ceiling. “The store is meant to be able to adapt and transform to the needs of its surroundings,” Formichetti told WWD. “We have worked with a slew of fine artists to create one-of-a-kind pieces that will be sold exclusively at the storefront.”
Diesel noted that Formichetti’s goals for the store including having visitors “interact within a space that merges retail with media, and art with a lounge space, rather than merely experience a static store for traditionally commercial exchange.”
While one-of-a-kind merchandise, such as the items from Diesel’s show, will hardly be priced to move quickly or easily, Formichetti has pledged to have more affordable wares as well.
“No matter how exclusive or expensive the store is, I love to have items that everyone can afford,” he said. “I remember going into designer stores as a kid in London and not being able to afford anything. I would want something so bad. So I make sure there are those fun and cool items that the club kids can get in on.”
He also added his sentiments to those who’ve recently sung Brooklyn’s praises.
“Brooklyn represents modern-day culture and fits perfectly with Diesel DNA and where we are heading,” he said. “Right now, it feels like more of a melting pot than Manhattan and people there are incredibly open and aware.”
The store will remain open through December.