Diesel asked Millington Associates to design, build and install an in-store pop-up capsule and produce and install a corresponding window scheme, housed in Selfridges, for the release of the #DIESELTRIBUTE leather collection, 2014.
Highlighting the rebellious spirit of leather, Diesel’s pop-up capsule is complete with a hand-crafted, leather clad, conically studded table. The wire-mesh cages and metal frame of the in-store structure showcase the collection’s affinity with Diesel iconography. In Selfridges’ Oxford Street windows, the #DIESELTRIBUTE collection is exhibited on chrome finished mannequins crowned in matte black, metal headpieces, standing atop mirrored herringbone flooring.
WATCH THE MAKING OF #DIESELTRIBUTE 2014 INSTALLATION:
In line with Diesel’s vision of a digitally led campaign, the #DIESELTRIBUTE windows also feature integrated digital back-drops – one of which is adorned with 12 screens in a variety of sizes, playing the brand’s accompanying campaign content.
Akin to Millington’s methodology, attention to detail is at the forefront of the #DIESELTRIBUTE leather collection. As defined by Diesel’s Artistic Director, Nicola Formichetti, the scheme successfully pays “homage to the DNA of Diesel”.
Image courtesy of Millington Associates