Diesel has opened its third store in Korea in Seoul, located in the trendy Dosan neighborhood. The new Diesel Dosan store showcases the brand’s bold and experimental concept, featuring a stunning VIP lounge area, an extensive selection of the latest Diesel collections and exclusive offerings that embody the brand’s spirit of bold identity, individualism, freedom and irreverence.
Upon entering the store, you’ll be greeted by an expansive and intense interpretation of the Diesel design concept, unlike any other Diesel store in the world. The iconic and vibrant Diesel red takes center stage, complemented by industrial metal billboards that create a striking visual impact. A striking anchor at the entrance pays homage to vintage Diesel advertisements, evoking memories of those along historic American highways such as Route 66.
Inside, the raw spirit of the road comes alive with walls clad in riveted, raw steel panels that create the illusion of billboards deconstructed, repurposed, and inverted. These panels adorn the first and third floors, while Diesel’s signature industrial aesthetic is further enhanced by the artisanal resin posters that grace the walls and floors, adding a touch of craftsmanship to the edgy ambiance.
Spanning five floors, including a rooftop, the Diesel Dosan store is wrapped in Diesel’s bold red logo. The first floor features a striking monochromatic space, while the second floor is bathed in Diesel’s iconic red and showcases the latest women’s, men’s and accessories collections. As you ascend to the third floor, you’ll discover a new custom pink color in the exclusive VIP lounge area, offering customers a more intimate and personalized shopping experience.
Diesel Dosan not only offers the latest collections, but also exclusive products that can only be found in this location. From men’s and women’s ready-to-wear inspired by the brand’s iconic silver color to the signature 1DR bag, these exclusive pieces add an extra layer of allure for fashion enthusiasts looking for something truly unique.
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©Photo: Diesel
