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Brief Published: 22 Aug 2014

Diesel’s Rebooted Pop-Up

Diesel 101 Pop-Up, NYC

To mark his first full collection for Italian fashion label Diesel, artistic director Nicola Formichetti has launched a Diesel pop-up shop in Brooklyn, New York.

Named 101 in reference to its street number on the up-and-coming retail strip of Bedford Avenue in Williamsburg, the 1,000 sq ft space carries the Diesel Fall men’s and women’s line alongside more affordable third-party products such as candles by Brooklyn Candle Studio, nail polish by US celebrity manicurist Deborah Lippmann and T-shirts by celebrated Dutch fashion photography duo Inez & Vinoodh.

Echoing US fashion designer Marc Jacobs’ Marc by Marc Jacobs gift line – a considerably cheaper and more cheerful set of products to attract younger consumers – the addition of more accessible items are a nod to Formichetti’s past. He said he would love to visit designer stores but was disappointed at not having any kind of memento to take away from the experience: “I make sure there are those fun and cool items that the club kids can get in on.”

While less exhilarating than many of Formichetti’s previous store concepts (see Store as Fan Hub: Nicopanda Pop-Up and BOFFO Builds Fashion (Again) there is a level of media activity. Central to the store is a bank of three floor-to-celling screens, which Diesel describes as merging “retail with media, and art with a lounge”, as opposed to a traditional store experience.

Open until December 2014, the 101 store was designed in conjunction with Mark Gage of the New York-based Mark Foster Gage Architects.

The store is another expression of Formichetti’s wider Diesel Reboot campaign, which aims to create wider fan engagement through collaborative and direct interactions with fans both in real life and online.

For more, see Diesel Reboots with Collaborative Creativity and Neo-Neo-Classical Campaign.