NEW YORK — Diesel will unveil new looks tonight both on and off the runway.
Immediately after showing its latest collection at Cipriani on 42nd Street here, the company will formally display the results of a two-month remodeling of its store in Manhattan’s Union Square.
“We like the vibe here and really want to make sure that we fit into the neighborhood,” said Panicko Philippou, chief executive officer of Diesel’s U.S. operations, during a walk-through on Tuesday.
Union Square was far from a retail destination when Diesel opened the store five years ago, but Philippou said the character of the area aligned with Diesel’s brand image. The square historically has been a gathering place for protests. Its proximity to New York University keeps it well trafficked with young people and the Union Square Park steps are irresistible to skateboarders.
From a retail standpoint, however, the store was a risk. At the time, the square’s biggest draws were a Virgin record store, a movie theater and a Toys ‘R’ Us. Today, the area is home to a Whole Foods Market, DSW, Filene’s Basement, a new NYU dorm and high-end restaurants. As Union Square has changed in five years, so has Diesel.
“The product range we’ve got now, we couldn’t really demonstrate it,” said Philippou, referring to the company’s expansion from denim into a full collection, including contemporary sportswear, shoes, bags, eyewear and watches.
It’s a problem that Philippou believes the majority of Diesel’s 36 U.S. stores must face.
“Our stores have to get bigger,” he said. “Many were designed as 2,500-square-foot stores, which was what we had at the time.”
The Union Square unit, however, is 11,000 square feet and has been tailored to highlight the range of products. Most notable has been the creation of Diesel’s first devoted accessories area at the entrance of the store. Watches and handbags are displayed in the open in an effort to allow more interaction with customers.
“We definitely wanted to make a statement with our accessories,” Philippou said. “It’s not arrogant luxury, it’s accessible.”
Philippou said the company also is considering opening accessories-only stores and is viewing this first devoted accessories area as a test run for the format.
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The store has forgone the popular denim bar format in other Diesel stores, as well as Abercrombie & Fitch and True Religion. The reason, said Philippou, is to allow customers to browse rather than forcing them to immediately interact with sales representatives. Designers wanted to maintain a relaxed and open atmosphere throughout the store, and opted to create a 1,200-square-foot denim room with an adjoining and visible denim stock room for the company’s 130 styles. Fitting rooms also have been placed nearby to allow for an easier experience.
Three custom-made chandeliers have been installed, along with a Moroccan-tiled DJ booth. Ping-pong tables and lacquered armoires have been converted into display stands, with the majority of displays having only two to four items. The focus has been to showcase the product and maintain a feeling of space.
“We don’t want to smother the place with product,” Philippou said. “We give it a lot of oxygen and make it breathe.”
Diesel stores in Miami and Chicago are undergoing similar expansion and remodeling and are expected to be unveiled during the spring and fall of next year.