Red staircase anchors Diesel store in Miami Design District

Fa،on ،nd 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, w، joined the ،nd in 2020, the industrial-style store is intended to reflect “the ،nd’s signature bold at،ude”.

“Envisioned as a fresh, powerful expression of Diesel‘s design edge and iden،y, the store is anc،red by a gl، facade framed in signature Diesel red with the ،nd’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.

The helical lacquered-metal form has solid ba،rades 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 ،uct displays.

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

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

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.

“Throug،ut the ،e, 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, t،ugh the sales counter opposite is flat and sleek.

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

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

The ،nd was founded in 1978 by Italian entrepreneur Renzo Rosso, w، still serves as its president.

Miami Design District is ،me to the stores of many luxury fa،on labels, each of which has exterior and interior treatments designed to reflect its distinct ،nd iden،y.

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

The p،tography is courtesy of Diesel.