Diesel opens stores in Miami, Mykonos
Nicola Mira
DieselMykonos
The Miami store occupies premises of approximately 180 square metres on two levels at 81 NE 41st Street, in the heart of the Design District. It features a fresh take on Diesel’s brand identity, as the label is being revamped under the aegis of Creative Director Glenn Martens
The store is characterised by a red steel and glass façade with the label’s rectangular red and white logo. Inside, the space has a loft-style post-industrial feel, with concrete floors, high ceilings, and walls covered in unfinished riveted metal panels, alternatively in naked and red-painted steel, the same colours as the sculptural spiral staircase at the back. The furniture consists of minimalist red leather sofas and sleek chrome fixtures.
The store showcases all of Diesel’s collections: accessories, including watches, jewellery, sunglasses, small leather goods and perfumes, on the ground floor, while ready-to-wear denim and footwear are on the first floor. The Miami store also sells an exclusive, limited-edition nine-item capsule collection consisting of jeans, jackets, slingbacks and the D-Vina handbag, all in sun-treated faded denim.
Diesel’s new Mykonos store has a white façade, enhanced by blue and red accents on the shop-windows and stairs. The 70-square-metre store is located at 12 Kalogera in Chora, the island’s capital, close to the harbour. White walls contrast with the glossy flooring in Diesel red and the ripped-up advertising posters on riveted metal panels, an effect that echoes one of the distinctive traits of Martens’s latest Diesel show. The store sells an exclusive capsule collection celebrating sunshine, featuring sun-treated faded jeans and laminated jersey tops.
