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Published: 3 Nov 2014

Diesel’s Digital Flagship, Rome

Diesel, Rome

In a bid to create a far more immersive retail experience than a standard store, Italian fashion label Diesel has installed a social-media-responsive digital artwork in the entrance to its new flagship in Rome's central square, Piazza di Spagna.

Designed by Berlin-based artist Andreas Nicolas Fischer in collaboration with London-based digital agency PostMatter, the installation is comprised of 65 large-scale LED screens that wrap around the entrance to the store, displaying evolving 3D abstract patterns. The projection changes its colour and shape every time consumers send any tweet with the #POSTroma hashtag – adding an interactive element to the experience. In return, as a kind of memento of the interaction, users receive a screen shot of what the projection looked like at the exact moment of sending the tweet.

While separate rooms are dedicated to denim and the Diesel Black Gold label – Diesel's premium line – the entrance hall, where the installation will reside for three months, leads consumers to a sleek, 400 sq m retail space that stocks Diesel's full line of clothing, accessories and fragrance, making it a critical corridor. For more on how entranceways are becoming an ever more important spot in which to recalibrate and set the tone for the retail experience to come, see Future Store Environments: Layout, Mood and Ambience in our Future of the Store Industry Trend, and the Immersive Brand Spaces report.

For more examples of retailers using artist collaborations to entice consumers in-store, see Art-Fuelled Fashion Spaces. For more examples of how retailers connect the digital and the physical in the retail environment, see Virtual Stores & Media Facades, In-Store Interactive, Tech-Fuelled Retail Spaces and Enhanced Retail Realities, part of the Post-Digital Macro Trend.

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