Diesel has opened a new store in the heart of Miami’s Design District. Located at located at 81 NE 41st Street, the space reflects the brand’s signature bold attitude and its recent transformation under the Creative Direction of Glenn Martens. This store also introduces a new retail design concept that will serve as the visual vocabulary connecting Diesel’s global store fleet.

Envisioned as a fresh, powerful expression of Diesel’s design edge and identity, the store is anchored by a glass façade framed in signature Diesel red with the brand’s red-and-white Biscotto logo. Inside, the 1,900-square-foot space spans two floors, where clients can discover the full breadth of the Diesel collection, including denim, ready-to-wear, bags, shoes, accessories, and fragrance. Additionally, the Miami Design District store will carry a limited-edition, 9-piece capsule collection exclusive to this location. Denim jackets, jeans, heels, and the “D-Vina” handbag feature Diesel’s proprietary “Solarizing” process of replicating sun bleaching denim, while hand-applying a metallic foil to each piece. Tank tops and a mini dress made of rib cotton, also shine with the metallic foil coating, and appear to be purposely wrinkled, for a lived-in look.

Upon entering, guests are immersed in an open industrial space with concrete floors, high ceilings and walls covered in riveted raw metal panels. Some walls are naked silver steel, others are painted red to match the sculptural, modern spiral staircase at the back of the store that connects the first and second floors. Throughout the space, minimalist red leather couches and streamlined silver fixtures create a strong sense of structure with a touch of softness.

The ground floor is dedicated to Diesel accessories like timeframes, jewelry, sunglasses, small leather goods, and the best-selling 1DR bag displayed on silver shelving and smashed metal cases, along with fragrances. The second floor is devoted to the world of Diesel denim (including DNA Denim and Rehab Denim) ready-to-wear, and footwear.

Diesel is an innovative international lifestyle company, founded by Renzo Rosso in 1978. Rooted in denim mastery and evolved into being a leader in premium fashion, Diesel is now a true alternative to the established luxury market. The brand’s collections include apparel, accessories and a wide range of lifestyle collaborations: from fragrances, watches and jewellery, to interior design and real estate projects with Diesel Living.

The Miami Design District is a one-of-a-kind neighborhood that combines luxury shopping, galleries, museums, design stores, restaurants and major art and design installations all within an architecturally significant context. The Miami Design District is owned and operated by Miami Design District Associates, a partnership between Dacra, founded and owned by visionary entrepreneur Craig Robins, and L Catterton Real Estate, a global real estate development and investment fund, specializing in creating luxury shopping destinations.

Images via Diesel