DIESEL V&A WATERFRONT REOPENSWITH A NEW LOOK ENVISIONED BY CREATIVE DIRECTOR GLENN MARTENS
Diesel reopens its new store in Cape Town, at the V&A Waterfront, one of the most important and prestigious shopping destinations in South Africa, known for its spectacular location. Located at shop 6267, V&A Waterfront, the space represents the highest expression of the brand’s fashion and design attitude under the creative direction of Glenn Martens, whose audacious vision has reinvigorated Diesel for a new generation.
Defined by the iconic Diesel red biscotto logo and industrial materials, the store represents the most expansive and powerful interpretation of the design concept that encompasses Diesel’s latest stores worldwide. The remarkable anchor at the entrance is inspired by billboards celebrating vintage Diesel advertisements, like those that ran along fabled American highways such as Route 66. A more refined application of Diesel’s signature industrial edge takes form on walls and floors treated with artisanal resin posters.
Diesel’s iconic red is boldly showcased with all-red lacquered walls, a section dedicated to the brand’s core denim collection. While men’s and women’s ready-to-wear, alongside shoes, accessories, and bags, are showcased in the area marked by silver and metallic in the rest of the store space, creating a powerful visual contrast with the surrounding environment.
The Diesel store in Cape Town, at V&A Waterfront, is a special destination, an opportunity to surprise and engage customers with Diesel’s most potent visual language and unique, undiluted fashion experience.
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