Diesel (Molvena, Italy) will open its first pop-up shop this week in the Williamsburg neighborhood of Brooklyn, New York. The 1000-square foot store, named “101” (for its Bedford Avenue address) will operate through December. According to Women’s Wear Daily, the shop is part of a “reboot” plan designed by Diesel’s artistic director Nicola Formichetti, who has also made changes to the brand’s advertising and marketing efforts, including an emphasis on social media.
The shop will merchandise a small collection of goods from third parties, including candles from Brooklyn Candle Studio, T-shirts by Inez & Vinoodh and Deborah Lippmann nail polish. A mirrored encasement at the store’s center will reflect images from digital screens mounted on the ceiling. Formichetti says the store aims to have visitors interact within a space that “merges retail with media and art with a lounge space, rather than merely experience a static store.”