Project

To create a new retail store for Diesel in a unique social space located in the trendy Shoreditch area of London. The store was designed by Barber in conjunction with Diesel’s showroom focussing on the 55DSL range and features a similar decorative treatment, furniture and merchandising rails. A requirement of the space is designated areas for local artists to show their pieces amongst Diesel’s clothing range.

The design utilised recycled items to create retail furniture, changing rooms and an applied monochrome treatment to the entire internal space, creating the flexibility of a ‘blank canvas’ to exhibit upcoming local artists. To meet all building regulations the challenge of converting three shipping containers into one store was overcome by having two store entrances which took up valuable retail space. The client secured off-site stock replenishment storage to make the limited retail space appear larger than it is.

A new lighting scheme which highlighted desired product utilises recycled lamps incorporated into the suspended garment rails adds to the minimalist look and feel. Incorporated into the design was a seating area with built in media consoles creating multi channel opportunities and linking the customer to the Diesel website and the exhibiting local artists’. Alongside this area are working DJ decks and sound system which is used to transform the space into a social space showing local talent. The result is a powerful and bold environment maintaining Diesel’s trendsetting brand presence in the market place.