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Re― juvenating the Diesel global flagship store


―eR gnitanevuj eht leseiD labolg pihsgafl erots

Collaborators Griselda Ibarra MA Strategic  Fashion Marketing Maxime Laprade MA Fashion Curation Laksamee Jong MA Fashion Entrepreneurship and Innovation Irene Rodriguez MA Fashion Media Production Eshaan Dhingra MA Fashion Entrepreneurship and Innovation

Objectives Construct intensive research on Diesel’s brand identity and performances, including analysis on market opportunities for campaign execution Design  store external communication strategy to tell story about Diesel to reinforce the relationship with its customers Design  store internal activities to deliver the ultimate brand experience by embedding Diesel values to provide a compelling reason to visit the store Design  an alternative launch event that has never done before to attract press, opinion leaders, Diesel VIP customers, retail neighbors through engagement with the launch of the new concept store Design  a marketing communications plan to support the store re-launch including communications identity and media plan

Aim

To create a holistic concept for redefining the face of the Diesel Covent Garden store Outcome

The concept embraces the provocative history of Covent Garden and its 19th-century flower girls: poor young women― some of them prostitutes― who scraped a living selling blooms The ground floor boasted a flower market, while the lower level was transformed into a gentlemen’s club, complete with a male grooming station, a nod to the area’s once notorious nightlife. The upper level hosted a series of pop-ups over a month. Visual merchandising, including window displays and interior graphics, also formed part of the overall concept.


Collaborators Griselda Ibarra MA Strategic  Fashion Marketing Maxime Laprade MA Fashion Curation Laksamee Jong MA Fashion Entrepreneurship and Innovation Irene Rodriguez MA Fashion Media Production Eshaan Dhingra MA Fashion Entrepreneurship and Innovation

Objectives Construct intensive research on Diesel’s brand identity and performances, including analysis on market opportunities for campaign execution Design store external communication strategy to tell story about Diesel to reinforce the relationship with its customers Design store internal activities to deliver the ultimate brand experience by embedding Diesel values to provide a compelling reason to visit the store Design an alternative launch event that has never done before to attract press, opinion leaders, Diesel VIP customers, retail neighbors through engagement with the launch of the new concept store Design a marketing communications plan to support the store re-launch including communications identity and media plan

Aim

To create a holistic concept for redefining the face of the Diesel Covent Garden store Outcome

The concept embraces the provocative history of Covent Garden and its 19th-century flower girls: poor young women― some of them prostitutes― who scraped a living selling blooms The ground floor boasted a flower market, while the lower level was transformed into a gentlemen’s club, complete with a male grooming station, a nod to the area’s once notorious nightlife. The upper level hosted a series of pop-ups over a month. Visual merchandising, including window displays and interior graphics, also formed part of the overall concept.


“Supporting young talent and fostering creativity is something very dear to me and to Diesel. It is by supporting those new talents that we are helping alociN ittehcimroF create the citsitrA ,rotceriD creative minds leseiD of tomorrow.�


“Diesel were an amazing collaborative partner― enthusiastic, embracing and immersive with the students and faculty throughout the process. They provided an incredible learning opportunity over the 15 week partnership with the winning group not only flown off to Diesel HQ in Italy but to have their ideas brought to life for the entire month of August in store. It doesn’t get much better than that!” Bethan Alexander Course Director of MA Fashion Retail Management

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