— “It looks like a Diesel cathedral,” said creative director Glenn Martens about the brand’s new store in Seoul. While he tuned in over Teams from Paris on Friday, flocks of fans gathered outside the flagship as the newly appointed ambassador and K-pop star Hoshi did the honors and celebrated ’s third and most expansive store in South Korea. The space adds to Diesel’s first freestanding store opened in Seoul’s Hannam neighborhood in 2022 and second outpost revealed earlier this year at the Luxury Hall West of the Galleria department store.
Officially open to the public this week, the 4,843-square-foot space marks the continuation and development of the concept Martens has envisioned for the revealed last year, hinged on billboards dominating the interior and heavy on concrete and metal elements, in addition to the brand’s signature red color. Spanning across four floors and a rooftop, the new unit stands out in Seoul’s Dosan neighborhood with its bold facade covered in a huge Diesel logo, a concept “we already tested in [South] Korea two years ago,” said Martens, referring to the Hannam outpost. “We have opened so many stores and it’s always nice to actually take things over from former concepts and rebuild them,” said the designer, referencing areas entirely lacquered in red.
By playing with contrasting primary colors, these corners are aimed at making the brand’s designs in blue stand out, spanning from its five-pocket denim to the Library line.