Now You Can Dine with Diesel

Angela Velasquez
·2 min read

Diesel unveiled a new retail experience in Tokyo.

The Italian brand reopened Diesel Shibuya, one of its largest stores in Japan, with a fresh new design and the addition of Diesel founder Renzo Rosso’s restaurant, Cucina Diesel Farm.

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Originally located on the hills in northeastern Italy, Diesel Shibuya is the only Diesel store to offer the dining experience. Focusing on traditional and authentic Veneto regional cuisine, the restaurant serves the wines produced at Diesel Farm, a bio-diverse property the Italian entrepreneur has owned for the last 30 years.

Under the creative guide of Diesel creative director Glenn Martens, the two-floor store features the recently launched retail design concept that connects Diesel’s global store fleet and expresses the brand’s “bold identity, individualism, and spirit of freedom and irreverence,” Diesel stated.

The store’s decorative anchor is inspired by billboards celebrating vintage Diesel advertisements, like those that ran along U.S. highways like Route 66.

“To bring the raw spirit of the road inside, the walls are covered in riveted raw steel panels, as if billboards had been broken down, repurposed and reversed. A more refined application of Diesel’s signature industrial edge takes form on walls and floors treated with artisanal, handmade resin posters,” the brand stated.

A space with Diesel red lacquered walls is dedicated to the brand’s core denim collection.

Diesel Shibuya will be home to exclusive products such as a special denim capsule collection, silver jewelry chokers and Diesel secondhand clothes and deadstock. The reopening also marks the opening of the Upcycle Lab corner, which offers services such as denim repair and hemming, as well as an upcycling service for customers as part of its membership program.

Diesel Art Gallery, an art gallery that opened in 2010, will continue to invite up-and-coming artists to hold art exhibitions four times a year. The first exhibition after the renovation will feature the works of Nanao Mitobe, an artist known for her style of painting with heavy, thick paint.