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:: Spotlight :: DIESEL’s largest Australian flagship store opens in Melbourne

By: Carmine Pascuzzi

DIESEL’s latest and largest Australian flagship store has opened in Melbourne with a star-studded launch event, full of celebrities and media. The store is set to wow fashion and architectural aficionados alike with its eclectic and ironic mix of styles and cutting edge details.

Situated in Little Lonsdale Street, next to Melbourne Central, the DIESEL store is in an exquisite, heritage-listed, two-storey building over 400sqm in size. Previously a group of warehouses, the building has been completely transformed, successfully bringing together the essence of the DIESEL brand with the raw industrial space.

Responsible for the unique transformation, architect Leigh Prentice had to take into consideration the heritage of both the DIESEL brand and the historical space before bringing the two seamlessly together. “Bringing a directional, modern fashion brand such as DIESEL into this unique space has been a challenging but exhilarating exercise,” he commented. “We wanted to make the look timeless and having these two opposing characteristics to work with made this possible”

The beautiful brick walls of the original warehouse will become a key feature of the interior. In keeping with the age of the building, this unfinished, raw feel will be complemented with copper fitting rooms, rustic benches, limewashed timbers, warm recycled Oregon flooring and suspended metal curtains on which to display the highly coveted denim ranges.

A surprising touch of pure Italian luxury is brought into the space with the addition of Rococo mirrors and exquisite Italian Borscetto panels shipped from Florence. The Borscetto panels feature an original Florentine design with silver leaf finish and will feature as backdrop to the women’s denim section.

Established in 1978 by Renzo Rosso, DIESEL was born out of a desire to create dynamic, unique clothing for style leaders. Over 25 years later DIESEL is available in over 80 countries and is considered a leader in pioneering new styles and fabrics creating a wide-ranging collection of high quality jeans, casual clothing and accessories for men and women each season.

Melbourne’s DIESEL flagship currently has the complete men’s and women’s collection, available throughout Europe, as well as an extensive selection of trans-seasonal pieces. An East-West blend of modern day cowboy casual and ethnic glamour, this collection unifies the fabled lands of old Russia and the casino country of the Wild West. Silhouettes play on contrasts between clean and treated, with flowing skirts and ultra sexy minis in over worn fabrics. Men's treated dressy pants rest perfectly over vintage dusty boots.

All this made for a spectacular opening night in November with Sydney outfit The Presets entertaining passers-by on the street and many fashion and nightclub identities invited to the store's launch. A short fashion parade was held to give guests a sample of this new range.

Here are pictures from the event.

the new Diesel store The Presets
Shereen & Laura Kiddle and Suzanne Carbone Stephen Bucknall and guest
fashion parade
fashion parade
Meaghan Gilsenan, Andi Lew, & Claire Grieve