Lifestyle brand Diesel has opened a new monobrand store at Yangon International Airport – its first in Myanmar.

The 100sq m store is also the first monobrand across Asian travel retail developed with Diesel’s new design concept. It was conceived in collaboration with Japanese architect firm Wonderwall, headed by interior designer Masamichi Katayama.

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The Tokyo-based team, in collaboration with Diesel Artistic Director Nicola Formichetti, envisioned a “simple yet unexpected” concept: “the idea of an apartment space, like a symbolic new house” for the brand.

Diesel said the design concept aims to create a distinctive atmosphere that also captures the brand’s identity, where the customer can feel “at home”.

The new opening coincides with launch of Diesel’s Spring Summer 2017 collection.

Diesel said future travel retail openings are planned in Singapore, Waikiki and Guam, emphasising that the channel is “extremely crucial” for the brand.

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