We just got the details on the Diesel store redo, set to be unveiled at a TBD date in June, ten weeks or so after the nine-year-old Chicago shop temporarily closed its doors. We haven’t peeked inside yet, but here’s how a company press release describes it:
“Starting from the exterior, the formerly white, clean façade is transformed with rough black steel panels, exposed nuts and bolts and expanded windows, signaling the new look and feeling of the store.
The interior layout and atmosphere also dramatically alters, now offering a warm, dark environment in which the distinct moods of male and female push up against each other with equal but opposing power. The male side draws influences from aircraft and industrial systems, and the female side plays with kitchen design from the 30’s and 40’s.
This stark duality resolves itself with the undisputed heart of Diesel – denim. The denim area is crafted from a MD 80 fuselage, cunningly reconfigured to suit its new purpose and set strikingly in the center of the store. Also serving as a design merging point for the two distinct styles are the shoe and fitting room areas, fashioned from a Midwestern barn frame in unexpected black steel.
The selling floor will be equally divided between men and women’s fashion collections. In addition, a complete range of accessories will be offered including leather bags, jewelry, time-pieces, and the newly re-launched Diesel footwear collection in dedicated sections throughout the store.”