Glenn Martens Reimagines Diesel’s Store Concept

JUMP IN A TAG: Glenn Martens may still be prepping his debut collection for Diesel, but he’s already leaving his mark on the brand.

Painted floor-to-ceiling in the brand’s signature red color, the new concept is being introduced at two temporary pop-up stores in Amsterdam and on the outskirts of Washington, D.C., at the mall Tyson’s Corner Center. “This new pop-up represents a first step toward elevating the design and brand experience of Diesel, starting from its icon-icity and heritage,” said Massimo Piombini, Diesel’s chief executive officer. “It is a bridge to the new permanent store concept coming at the end of the year, starting from our Diesel Hub in Shanghai.”

Inside the new Diesel’s pop-up store concept conceived by Glenn Martens. Alessandro Izzo/Courtesy of Diesel.

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