Red staircase anchors Diesel store in Miami Design District

Fashion brand 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, who joined the brand in 2020, the industrial-style store is intended to reflect “the brand’s signature bold attitude”.

“Envisioned as a fresh, powerful expression of Diesel’s design edge and identity, the store is anchored by a glass facade framed in signature Diesel red with the brand’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 balustrades 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 product displays.

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

Bags, shoes, 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.

“Throughout the space, 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, though the sales counter opposite is flat and sleek.

Both levels have floor-to-ceiling glass across the street facade, and at night, fluorescent lighting throughout 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 brand was founded in 1978 by Italian entrepreneur Renzo Rosso, who still serves as its president.

Miami Design District is home to the stores of many luxury fashion labels, each of which has exterior and interior treatments designed to reflect its distinct brand identity.

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

The photography is courtesy of Diesel.