An immersive experience that is multi-player, connects customers to each other and to the iconic denim brand of Diesel.

ROLE

Senior Art Director

STUDIO

Second Story
SapientNitro

The goal was to create an experiential installation that draws people in and attracted buzz. In order to provide a lasting brand and business value, we imagined a next generation experience that’s destination-worthy, romances the product and drives sales.

For the installation, the ability to engage in the creative manipulation of the environment and connect to a community of brand participants was of key importance. What resulted were elements of surprise and delight and the power to elicit an unexpected reaction.

After providing art direction and managing an illustrator to create visual representations of the installation, Second Story created the tech.

Prototype by Second Story

Where Diesel denim is brought to life through seeing, hearing and feeling.
A sensorial experience that grows in tonality & intensity with interaction.

Prototype by Second Story

Initial Art + Illustration Direction

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Prototype by Second Story

Merging an immersive in-store experience with the online world.

ROLE

Senior Art Director

STUDIO

SapientNitro

Diesel asked for an overturn to their current shopping platform. Their new creative director (and former stylist for Lady Gaga, Nicola Formichetti) was looking for a fresher, bold design.

Thinking strategically, the site was created and photography guidelines were put in place to create huge change for the brand online and in-store. Social content was highlighted to bring in Nicola's following, featured fashion shows were put front and center, and a strict design system that allowed for quickly swapping new season's imagery was put into place. All that mixed in with eye-popping graphics and a visual system to boot.

Results

What began as a U.S. design quickly converted into huge growth for Diesel. The designs were soon implemented across Europe & Japan.