Diesel opens flagship store in Tokyo

The store is located in the trendy Ginza Marronnier Gate mall.

Italian premium brand Diesel reaches new heights in street fashion under creative director Glenn Martens. Undergoing another wave of rebirth, Diesel opens a new flagship store in downtown Tokyo.

The monostore is located in the trendy Ginza Marronnier Gate mall. Following a revamped retail concept, the company opened the branded store in crisp red and white, matching the colors of the logo.

The store has a modernized industrial aesthetic – the interior features metal shelving and demonstration tables for presenting new products, as well as sculptural shelves and sack chairs. Particular emphasis is placed on the corporate red color of Diesel, which extends, among other things, to the curtains in the dressing room and the additional storage of the inventory.

At the time of opening, the new flagship store features Diesel’s latest Fall/Winter 2022 collection with men’s and women’s apparel in the signature Y2k style.

Belgian designer Glen Martens, the man behind Y/Project, took over as creative director of Diesel in 2020, after Nicola Formichetti left the company. His main task was to rethink the brand’s style and bring it back to its former relevance.