diesel jeans

Diesel’s Takeover At Retailer Rinascente

Diesel transformed the famed Milanese department store Rinascente in an unmissable takeover. From January 17th until the 6th of February the building inside and outside of the store features the supersized red and white logo of the Italian Diesel denim brand.

diesel Rinascente

diesel Rinascente

diesel Rinascente

A Collaboration On The Exterior And Interior

Diesel’s logo will engulf the store’s exterior and famous arched windows. Inside, the lower level and escalators will be transformed into a Spring Summer 2023 pop-up shop replete with an all-encompassing treatment of the brand’s logo applied to Rinascente’s permanent Air Snake installation.

In addition to the pop-up, Diesel and Rinascente have designed a customized café area, where clients can relax and take in the Diesel atmosphere as they shop.

diesel Rinascente

diesel Rinascente

diesel Rinascente

The Exclusive Collaboration Items

For the collaboration, Diesel and Rinascente collaborate on two exclusive items: a limited edition of the 1DR Bag and 1DR Pod. Both items are crafted in raw-edged denim inspired by the Fall Winter Diesel runway show, each piece featuring a dedicated label.

The pop-up and store windows are dedicated to the second drop of the Spring Summer 2023 collection with a focus on Tiger Breaks’ artfully slashed denim, crafted with Diesel Rehab Denim and the Jacron Patch group. Accessories include new watches, jewelry, and tech items.

diesel Rinascente

diesel Rinascente

The Location Of The Rinascente Store

Rinascente
P.za Del Duomo
20121 Milan, Italy

diesel Rinascente

diesel Rinascente

diesel Rinascente

www.diesel.com

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.