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.
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.
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.
The Location Of The Rinascente Store
P.za Del Duomo
20121 Milan, Italy