Jan 19, 2023
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Diesel in Rinascente Milan store takeover

Jan 19, 2023

The Diesel brand is on a roll at the moment with regular appearances on top label/top product lists as the buzz around the brand continues to build.

Diesel x Rinascente - Diesel

And its latest initiative should add to that with the brand and Milanese department store Rinascente linking up for what it says is an “audacious takeover of the store" featuring the bold red and white iconography of the Diesel Biscotto logo. 

Running from this week until 6 February, directly following Milan’s Men’s Fashion Week, Rinascente Milan “will become a beacon of Diesel’s fearless irreverence and brash attitude, designed to catch the eye and leave an indelible impression”.  

Store takeovers are becoming increasingly important for premium and luxury brands and for the top global department stores (a group that Rinascente is undeniably part of). Last month’s Dior takeover of Harrods in London was one of the highest-profile examples of this and the Diesel project this month may be the first for this year, but it’s unlikely to be the last.

So what exactly does it comprise? “Supersized and graphic”, the Biscotto logo is “engulfing” the store’s exterior and famous arched windows. Inside, the lower level and escalators will be transformed into an SS23 pop-up shop with the brand’s logo applied to Rinascente’s permanent Air Snake installation. 

Diesel x Rinascente - Diesel

The partnership comes, of course, with some exclusives. In this case there are two items — limited editions of the 1DR bag (the key item that has been a big success story for the label) and 1DR Pod crafted in raw-edged denim inspired by the FW Diesel runway show. Each piece has a dedicated label. 

The pop-up and store windows are dedicated to the second drop of the SS23 collection “with a focus on Tiger Breaks artfully slashed denim, our responsibly-crafted Diesel Rehab Denim and the Jacron Patch group”. Meanwhile, accessories include new watches, jewellery and tech items. 

The collab also extends beyond the pop-up with Diesel and Rinascente having designed a customised café area, “where clients can relax and take in the Diesel atmosphere as they shop”. 

The entire experience has been grouped under the #ForSuccessfulLiving hashtag.

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