Red staircase anchors Diesel store in Miami Design District

Diesel store Miami Design District

Fashion brand Diesel has debuted a retail design concept at its store in the Miami Design District, featuring raw metal surfaces and a red lacquered spiral staircase.

Designed under the creative direction of Glenn Martens, who joined the brand in 2020, the industrial-style store is intended to reflect “the brand’s signature bold attitude”.

Diesel Miami store interior with metal surfaces and red staircase
Diesel’s new store in Miami Design District debuts an industrial-style retail concept

“Envisioned as a fresh, powerful expression of Diesel‘s design edge and identity, the store is anchored by a glass facade framed in signature Diesel red with the brand’s red-and-white Biscotto logo,” said the design team.

Red was also applied selectively to interior elements, including a statement spiral staircase and a wall behind at the back of the store.

A red lacquered-metal spiral staircase
The store’s focal point is a red lacquered-metal spiral staircase

The helical lacquered-metal form has solid balustrades and steps with a diamond-plate texture for added grip.

It leads up to a second level where another red wall with floating shelves is used for product displays.

Red spiral staircase with solid balustrades and steps with diamond-plate texture for added grip
The staircase has solid balustrades and steps with diamond-plate texture for added grip

Across the two floors, the 1,900-square-foot (177-square-metre) store presents the full Diesel collection.

Bags, shoes, accessories and fragrances are presented on the lower level, while areas dedicated to denim, ready-to-wear apparel and footwear can be found upstairs.

Red display wall that stands out against the concrete and metallic surfaces
The upper level also has a red display wall that stands out against the concrete and metallic surfaces

Exposed concrete floors and ceilings, and walls covered in riveted raw metal panels and mirrors create a monochromatic backdrop that allows the red elements to stand out.

“Throughout the space, minimalist red leather couches and streamlined silver fixtures create a strong sense of structure with a touch of softness,” said the team.

Vitrines for displaying accessories on the ground floor sit atop crinkled metal bases, though the sales counter opposite is flat and sleek.

Both levels have floor-to-ceiling glass across the street facade, and at night, fluorescent lighting throughout the store gives off a harsh white glow.

Store interior featuring vitrines atop crinkled metal bases
The ground floor features vitrines atop crinkled metal bases

Following the Miami store unveiling, the interior concept will be rolled out to global Diesel locations.

The brand was founded in 1978 by Italian entrepreneur Renzo Rosso, who still serves as its president.

Diesel store exterior
The Diesel store joins many luxury fashion brands in Miami Design District

Miami Design District is home to the stores of many luxury fashion labels, each of which has exterior and interior treatments designed to reflect its distinct brand identity.

Other examples include Louis Vuitton’s menswear space, which Dutch studio Marcel Wanders wrapped in a patterned facade informed by the brand’s monogram, and a Christian Louboutin boutique that’s covered in tree bark.

The photography is courtesy of Diesel.

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