Diesel unveils a 360-degree selling platform and virtual showroom

Diesel has unveiled Hyperoom, a 360-degree virtual selling platform and exhibition space.

Conceived by Diesel’s parent company OTB, Hyperoom resembles the Diesel’s physical showroom in Milan. All Diesel’s products will be featured in the virtual store through a customised section of the platform, including the Spring and Summer 2021 Collections.

At Hyperoom, customers can peruse the products in 360-degree displays or in 2D closeups with product descriptions.

“One must look for silver linings whenever and wherever possible,” says Massimo Piombini, CEO of Diesel, referring to the challenge of the Covid-19 crisis.

“This year has sparked an urgency to accelerate what we can offer and accomplish in the digital space. With this tool we have set a new benchmark for the industry, in regard to digital transformation.”

“At Diesel, we aimed to keep as much of the buying’s physical element as possible”, the company says in a statement. “To digitally recreate the selling process, we have enabled remote buying sessions through enhanced and comprehensive digital assets.”

Diesel believes the new virtual-store concept will be a solution for many fashion brands as it not only provides a unique online retail experience but also reduces the amount of clothing samples required at physical stores.