The first of many #FashionFriday posts to come!
A few weeks ago the eagerly anticipated Diesel brand chose the V&A Waterfront to debut its new retail design concept in South Africa. This new concept was designed in collaboration with Japanese architect firm Wonderwall and Diesel Artistic Director Nicola Formichetti.
Store design features include a wooden engineered floor, customized chandeliers and Foscarini lamps. Luxurious brown, black and white leather combined with industrial black metal fixtures in various finishes, perfectly highlight the contrast between antique and technologically advanced features of the store. It is the perfect expression of the brand’s alternative to luxury positioning.
The store boasts a lavish seated area for customers to admire beautifully crafted footwear and accessories. State of the art fitting rooms create a tranquil yet premium ambience where customers are free to transform themselves.
Denim, Diesel’s core product, has various dedicated sections within the store, emphasizing the quality and mastery of the brand in this category. Striking denim walls display key styles and washes of the 5 pocket range, while the newly introduced Doctor Denim table showcase a selection of denim items and allow stylists to engage with customers on the features and benefits of the product. Movement and durability come together at the Jogg Jeans section, where you will find a cutting edge crossbreed between jeans and active wear. It’s evident that there are many touchpoints where one can experience the heritage and craftsmanship of Diesel denim, it is after all the ultimate in collectable fashion.
Says Renzo Rosso, Diesel’s founder: “I’m enthusiastic about the future-forward change the brand is spear-heading in retail.”
The creative team at 4 Elements Media added a local star-studded flair to the international brand! Guests included tattoo model Shane Burnell, artist Ana Kuni and stylist Sian Bianca Moss all wearing Diesel’s latest collection as well as actress Tanya van Graan, Afternoon Express Presenters Danilo Acquisto, Jeannie D singer Jimmy Nevis, TV Presenters Katlego Maboe & Tracy-Lee Rosslind.
Italian styled canapé food was served while Fleur du Cap provided the wines, and additional beverages were provided by Grant’s Whiskey & Hunters Extreme BOLD, as an added element to the event Diesel offered live tattooing by Gareth Doye Tattoos and a barber shop by Edge for Men as part of the experience.
Diesel is a fashion industry legend. A pioneer in the world of denim and casual wear, it has always remained both outside and ahead of trends. Never forsaking its original DNA, it has evolved into an iconic global lifestyle brand. Despite Diesel’s extraordinary growth, its philosophy is the same as when Renzo Rosso created it in 1978. He envisaged a brand that would stand for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail. It is on a continuing mission to challenge the status quo, experiment with new ideas, innovate and provoke. http://www.diesel.com
Until next time remember Denim is a way of life!
Nadia xo xo
Credits 4 Elements Media
Photography Diesel & Tegan Smith Photography