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New Diesel store brings high-concept design to London

Clothing firm Diesel has just opened a brand new store in the Knightsbridge area of London, and it is not only the items on offer that are impressing the shoppers.

The store itself, thanks to its unique design bringing together the classic and the industrial, has created a unique and stylish aesthetic.

The store’s shopfront is particularly interesting due to its unique diamond-patterned concrete sign, featuring Diesel’s signature logo. This immediately provides a contrast between the state-of-the-art store and the more traditional red-brick Victorian facades that surround it.

The industrial classic theme is carried on inside the 2,300 square foot store, which has a number of stylish features including concrete flooring, mirror and metal walls, along with a whole host of fashionable items.

The building was created in collaboration with Nicola Formichetti, who is the company’s artistic director, and the Japanese architectural firm Wonderwall.

The store opened its doors on Thursday, October 27 and is only the second concept store created by Diesel, the first one having opened on Maddison Avenue in New York back in November 2015.

The store sells a whole host of Diesel brand garments and accessories, and has an extensive womenswear section on the ground floor. The downstairs section offers menswear and several items of jewellery displayed in antique wooden cabinets and aged leather banquettes, along with Christmas gifts and even electronics.

The store is aimed at selling to shoppers who enjoy a little luxury, which is something that seems to have been taken into account in the design of the store.

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