Double launch by Diesel Japan
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Diesel has returned to the quiet fashion area of Aoyama in Tokyo with a double store opening – Diesel Aoyama and Diesel Black Gold Aoyama.
Diesel Aoyama offers the label’s full collection of men’s and women’s denim, apparel, bags, shoes and accessories, as well as tableware from Diesel Living. It features the brand’s new retail design concept, with a highlighted denim area featuring stainless steel and glass. Design details include steel fixtures paired with rugs, concrete flooring with wooden ceilings, and antique furniture with technologically advanced materials.
Diesel Black Gold is the label’s first-ever monobrand store in Japan, showcasing a complete range of women’s and men’s collections along with accessories. Industrial and raw materials are used as a backdrop for the collection.
To mark the occasion, both Diesel and Diesel Black Gold have launched limited-edition items available only in the two stores, such as a Made in Japan denim collection for Diesel, and iconic items like a leather jacket for Diesel Black Gold.
Nearly 10 years ago, Diesel created a stir by opening Diesel Denim Gallery in Aoyama. The two-storey concept shop displayed denim items as artworks, and featured limited-edition items. There were also gallery spaces for in-store installations and art exhibitions, featuring creators such as video director Timothy Saccenti and architect Makoto Tanijiri. In 2011, the project moved and opened as Diesel Art Gallery in Shibuya, Tokyo.
Questions & Answers
Q.What is the key difference in the product offerings between the new Diesel Aoyama and Diesel Black Gold Aoyama stores?
What is the key difference in the product offerings between the new Diesel Aoyama and Diesel Black Gold Aoyama stores?
Diesel Aoyama provides the brand's full collection, including denim, apparel, bags, shoes, accessories, and tableware. Diesel Black Gold Aoyama focuses on a complete range of its own women's and men's collections along with accessories, representing its first monobrand store in Japan.
Q.How do the new store designs for Diesel Aoyama and Diesel Black Gold Aoyama contrast?
How do the new store designs for Diesel Aoyama and Diesel Black Gold Aoyama contrast?
Diesel Aoyama features a new retail design concept with a highlighted denim area, using stainless steel, glass, concrete flooring, wooden ceilings, and antique furniture. Diesel Black Gold uses industrial and raw materials as a backdrop for its collection.
Q.What special items are available to commemorate the opening of the new stores?
What special items are available to commemorate the opening of the new stores?
Both Diesel and Diesel Black Gold have launched limited-edition items exclusive to the two stores. These include a Made in Japan denim collection for Diesel and iconic items, such as a leather jacket, for Diesel Black Gold.
Q.When did Diesel previously have a notable presence in the Aoyama area, and what happened to that venture?
When did Diesel previously have a notable presence in the Aoyama area, and what happened to that venture?
Nearly 10 years ago, Diesel opened the Diesel Denim Gallery in Aoyama, displaying denim as artworks and featuring gallery spaces. This project later moved and reopened as Diesel Art Gallery in Shibuya, Tokyo, in 2011.
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