Diesel, in partnership with Orient King Power, has opened a shop at Shanghai Pudong International Airport Terminal 2.
The store features Diesel’s “simple yet unexpected” design concept, which was created in collaboration with Japanese architect firm Wonderwall, headed by interior designer Masamichi Katayama.
The space is said to echo that of an apartment and aims to create a homely feel in conjunction with the brand’s identity.
The T2 store offers Diesel’s Spring Summer 2018 Collection, which comprises apparel, accessories for men and women and a selection of the brand’s famous JoggJeans. The Diesel for AC Milan Capsule Collection also features.
This season’s offer is inspired by the Burning Man festival style, where bright colours meet utility. Jeans come in 90s-style pale denim and feature a variety of treatments, rips, raw edges and floating stitches.
Diesel said this latest opening testifies the importance of the travel retail channel to the brand. 2017 travel retail openings include Yangon and Singapore Changi airports and T Galleria by DFS Waikiki and Guam.
