Diesel brand will open its first pop-up shop in Brooklyn this week. The store is to be named "101" in reference to its street number on Bedford Avenue in the Williamsburg area.
Designed by Mark Gage of Mark Foster Gage Architects, the store will feature mirrored encasements that reflect images from digital screens mounted on the ceiling.
"The store is meant to be able to adapt and transform to the needs of its surroundings," Nicola Formichetti, Diesel's artistic director, told Women's Wear Daily. "We have worked with a slew of fine artists to create one-of-a-kind pieces that will be sold exclusively at the storefront." Formichetti envisions a space where shoppers engage with a combination of retail, media and art.
The new shop is part of the company's "reboot," initiated by Formichetti in April 2013. The location will serve as a home for the fall collection. As part of Formichetti's aggressive marketing approach, he has made substantive changes to Diesel's advertising and social media strategies.
"We have unique pieces used only in the Diesel fashion show in Venice, exclusive denim and leather items all designed by me," Formichetti told Women's Wear Daily. "Also, you'll find additional special touches like a Polaroid portrait gallery of our favorite people."
The store's special items will include children's pieces and products from other brands including candles by the Brooklyn Candle Studio, T-shirts by Inez & Vinoodh and nail polish by Deborah Lippmann.
Diesel is following a trend by fashion retailers to open pop-ups, or temporary stores, in an effort to woo millennial shoppers. Last month, Fendi opened a pop-up in SoHo that featured vending machines dangling clothing from a mechanical claw. And Japanese apparel brand Uniqlo launched a pop-up in Boston that will last until the fall.
The Diesel store will stay open through December.
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