wonderwall masamichi katayama diesel store madison avenue new york designboom

 

twenty years after the opening of the first ever diesel store on new york’s lexington avenue, the brand has again chosen manhattan to debut its latest retail design concept. located at 625 madison avenue, the 2,800 square feet store has been designed in collaboration with japanese interior design firm wonderwall, headed by masamichi katayama. in partnership with diesel artistic director nicola formichetti, wonderwall developed a simple yet unexpected concept: the idea of an apartment space to serve as the brand’s symbolic new house.

wonderwall masamichi katayama diesel store madison avenue new york designboom
concrete flooring contrasts wooden ceilings

 

 

upon entering the wonderwall designed store, customers travel through different areas, reminiscent of a foyer, a living room, and, at the back of the store, a space influenced by the intimacy of a wine cellar. this is where denim, diesel’s core product, is presented inside a stainless steel and glass installation. further design features include steel fixtures paired with persian rugs, concrete flooring with wooden ceilings, antique furniture with technologically advanced materials, and high-definition screens displaying custom digital artworks from art collective, field.

wonderwall masamichi katayama diesel store madison avenue new york designboom
the store has been imagined as a series of apartment-style spaces

 

 

the three dimensional pattern of the store’s façade is also a tribute to denim, with a design that references the back ‘V’ stitch of the brand’s distinctive 5-pocket. not only does this cement mortar façade capture light to accelerate the surrounding air’s natural oxidation, it also helps decompose polluting elements in the atmosphere — a process called photocatalysis.

wonderwall masamichi katayama diesel store madison avenue new york designboom
denim is presented inside a stainless steel and glass installation

 

 

 

‘I’m enthusiastic about the future-forward change the brand is spearheading in retail,’ comments renzo rosso, founder of diesel. ‘my only advice to the brand’s fans is: go visit the madison store and live the brand’s new shopping experience.’ considered an alternative to luxury positioning, the store is the first example of diesel’s new retail strategy, which will see several locations opened around the world — either relocated or refitted with the new design concept over the next three years.

wonderwall masamichi katayama diesel store madison avenue new york designboom
the design includes steel fixtures paired with persian rugs

wonderwall masamichi katayama diesel store madison avenue new york designboom
antique furniture is combined with technologically advanced materials

wonderwall masamichi katayama diesel store madison avenue new york designboom
the rear of the store has been inspired by the layout of a wine cellar

wonderwall masamichi katayama diesel store madison avenue new york designboom
high-definition screens display custom digital artworks

wonderwall masamichi katayama diesel store madison avenue new york designboom
clothing on display towards the front of the store

wonderwall masamichi katayama diesel store madison avenue new york designboom
the three dimensional pattern of the façade is a tribute to denim

wonderwall masamichi katayama diesel store madison avenue new york designboom
the store is located on new york’s madison avenue

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