Diesel opened up the brand's first pop up shop in Williamsburg, Brooklyn, simply named "101." The name of the shop comes from the pop up's location at 101 Bedford Avenue location.
The shop is serving as a platform to showcase Nicola Formichetti’s Fall 2014 collection debut in Venice. This is his first full collection with Diesel, coming after his appointment to the role of Artistic Director in April. Formichetti specifically chose Brooklyn as the location due to the area's growing culture.
The pop up will house an assortment of Diesel’s Fall/Winter 2014 apparel and accessories for both men and women, with a cultivated selection of third-party products, like candles from Brooklyn Candle Studio, and t-shirts by Inez & Vinoodh. 101 was designed with help from architect Mark Gage of Mark Foster Gage Architects. The concept was to create a "slightly sinister, refractive, and prismatic spatial instrument that could be fine tuned to portray various visual effects." Formichetti wants visitors to interact with a shop that merges retail with media, and art, instead of what he considered to be a static shopping experience.
"The 101 pop up is a new type of store – personal, special, a project space. Brooklyn represents modern day culture and fits perfectly with Diesel DNA and where we are heading," said Formichetti. "Right now, it feels like more of a melting pot than Manhattan and people there are incredibly open and aware."
The shop looks to be one of the biggest new developments in Formichetti's artistic reboot of the brand. Open until December 2014, the shop will be open from Tuesday to Thursday 11:00 a.m. to 8:00 p.m., Friday and Saturday, 11:00 a.m. to 9:00 p.m., and Sunday, 12:00 p.m. – 7:00 p.m.