Diesel Shibuya, one of Japan’s largest stores, reopened on Saturday, unveiling a new concept under the creative direction of Glenn Martens.

The redesigned two-floor store, which spans both the first floor and basement, is characterized by graphic applications of Diesel red and industrial metal billboards. The store’s decorative anchor is inspired by vintage Diesel advertisements, reminiscent of those that lined iconic American highways like Route 66. The walls, covered in riveted raw steel panels, evoke the raw spirit of the road, and are complemented by walls and floors adorned with artisanal, handmade resin posters. 

The store houses the latest Diesel collections and exclusive items, including a special denim capsule collection and silver jewelry chokers. The Redwall, offers a dedicated space for Diesel’s core denim collection, surrounded by all-red lacquered walls that contrast with the bold monochrome interior.

The reopening also introduces the ‘Upcycle Lab’ on the B1 floor, where customers can purchase Diesel’s second-hand clothes and dead stock, available exclusively at the Shibuya store. Additionally, the store provides quick fix services such as denim repair and hemming, and offers a denim repair and upcycling service for members.

Adding to the retail experience, Diesel founder Renzo Rosso‘s restaurant, Cucina Diesel Farm, has opened its doors within the store. Originally located in Marostica, northeastern Italy, this is the only Diesel store to feature the restaurant, which serves traditional Veneto regional cuisine and wines produced at Diesel Farm, a bio-diverse property Rosso has owned and protected for 30 years.

Lastly, The Diesel Art Gallery, a well-known center for contemporary art since its inception in 2010, continues to invite emerging artists to exhibit their work. The first exhibition after the renovation features the works of Nanao Mitobe.