Diesel has opened a new store at Rome Fiumicino Airport Terminal 3.
The 80sq m space, on the first floor of Pier E, features a new design concept by Japanese architect firm Wonderwall.
The store has two entrances and offers menswear, womenswear, accessories and footwear. Diesel’s popular JoggJeans are included in the product mix.
Diesel said the store is the ‘perfect’ expression of the brand’s alternative to luxury positioning.
“This store is a cornerstone of the brand’s new retail strategy deployment, which will see several locations around the world opened, relocated or refitted with the new design concept in the next three years,” the brand stated.
Design features include steel fixtures paired with Persian rugs, concrete flooring, wooden ceilings, antique furniture with the use of technologically advanced materials, and HD screens displaying custom digital artwork from art collective Field.