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Brief Published: 29 Nov 2010

New Diesel Concept Store, Tokyo


As brands continue to diversify, offering products and services way beyond their original remits, multifunctional retail spaces are becoming increasingly popular. Italian fashion brand Diesel’s gigantic new concept store in Shibuya, Tokyo, is a great example of this with a café, art gallery and Diesel Farm – selling Italian wines and olive oil – as well as a vast shop floor showcasing many of the brand’s lines.

The art gallery will host exhibitions by international artists. The debut show Black Sun appropriately features both art and fashion with a collaboration from artist Simon Henwood and jewellery designer Fannie Schiavoni.
A veritable superstore for a brand seemingly without limits, the Shibuya space is attempting to represent a 360-degree brand image in a single retail destination.