Jun 26, 2020
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Diesel unveils game-changing digital buying platform and exhibition space

Jun 26, 2020

Diesel has unveiled Hyperoom, an all-digital way for the industry to buy from brands without having to travel to showrooms. The company describes it as a “boundary-breaking” digital platform and exhibition space to “facilitate efficient fashion buying in the new world”.

Diesel's new Hyperoom virtual showroom

It reflects a faster-than-expected move to digital that has been driven by the coronavirus crisis, as well as a greater desire for sustainability via reducing carbon emissions and the need for its wholesale customers to save cash and keep their staff safe by reducing international travel.

The Hyperoom has been conceived by brand owner OTB “to create immersive and emotional engagements with buyers and vendors”. And it’s a group-wide investment, which means every brand under the OTB Group will exist within Hyperoom, “retaining its own style, personality, spaces and values through a customised section within the platform”.

But Diesel is the first brand to take part and the project starts from its Milan showroom. A virtual space based on the showroom has been created digitally and all the rooms “are crafted to reflect the collection moods, highlighting all drops and key looks”.

“One must look for silver linings whenever and wherever possible. 2020 has sparked an urgency to accelerate what we can offer and accomplish in the digital space,” said Diesel CEO Massimo Piombini.

“With this tool we have set a new benchmark for the industry, in regard to digital transformation. The Hyperoom is the ultimate virtual buying experience.”

The company said that, in order to minimise the fact that “exchanges will now occur in a non-physical space, the order-taking process has been ultra-streamlined”.

It added that Diesel wanted to keep as much of the physical element of buying as possible, hence the decision to make the virtual space echo the physical Milan showroom.

“To digitally recreate the selling process, we have enabled remote buying sessions through enhanced and comprehensive digital assets,” it explained. "As a result, buyers will be involved in a complete journey that goes beyond the typical showroom appointment”.


The experience starts with a digital window, “while simultaneously showing the mood and the most iconic pieces offered”. Then a “multi-faceted arena of interactive components unfolds. Buyers can explore, viewing mood videos of the Spring and Summer 2021 collections, which spotlight the key looks and drops of the season”.

The pieces will be visible through 360-degree displays with detailed 2D close-ups and product descriptions also available.

Diesel is reflecting the new post-Civid world with its Hyperoom launch

With denim being key to the brand, there’s an area dedicated to the category. This means a dedicated virtual space with “video fits” of each style, along with high-quality rendered images “to reproduce the touch and feel of the physical product”.

Finalising orders will mean going via an “easy-to-use interface. Throughout this virtual trip, a live Diesel vendor will be connected with the buyer, speaking to the collection and walking the buyer through the process". 


The company said the launch reflects three key issues that have become even more important in the post-Covid ‘new normal’: digital acceleration, positivity and sustainability. 

“We will be significantly reducing the number of clothing samples created to go on display in our showrooms, as well as reducing the need to travel to view our new collections,” it said. 

It added that not only will the carbon emissions of local traffic in Milan be reduced, “but as buyers from all over the world join in, there will be a significant reduction in flights. Just think the savings that could be generated from this platform, if we consider that on average a return flight from Milan to London generates around 0.3 tonnes of CO2eq, one to New York City generates around 1.79 tonnes of CO2eq, whereas for the one to Shanghai, the total amount is equal to 2.5 tonnes of CO2eq.”

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