Diesel has introduced a new pop-up store concept in Europe and the US that has been developed by the brand’s recently appointed creative director Glenn Martens.

The concept has been launched at the Amsterdam PC Hoofstraatand premium shopping destination and at the Tyson’s Corner Center retail complex in Washington D.C.

Diesel said the pop-ups aim to immerse customers in its “For Successful Living” as soon as they enter the stores. The shops use the company’s red tag aesthetic as a primary design feature, with all spaces painted from floor to ceiling in Diesel’s iconic red.

The pop-ups will sell a range of seasonal products for women and men from Diesel’s Spring/Summer 2021 collection, as well as some items from its Pre-Fall 2021 range.