Diesel opens Florence store during Pitti

Diesel has opened a standalone store in Florence to coincide with global menswear show Pitti Uomo which runs in the Italian city until 16 June.

The opening of the store on via Speziali also marks the final stop of the Diesel MAKELOVENOTWALLS campaign, which, after Tokyo, Milan, New York, Shanghai, Berlin, London, Paris, São Paulo, Bogotà, Medein, Santiago, Panama City, Melbourne, Dubai, Prague and Seoul, among others, will be arriving on the banks of the river Arno with its rainbow pattern tank. New and exclusive images shot by David Lachapelle for Diesel SS17 campaign will also be exhibited for the first time in the Florence store for the duration Pitti.

The new store concept was created by architects Wonderwall in collaboration with Diesel artistic director Nicola Formichetti; it was first unveiled with the opening of the Madison Avenue store in New York in 2015. The Florence store includes architectural features that restore pre-existing structures, such as a wooden coffered ceiling and sanded marble flooring, which are blended with innovative materials and finishes like stainless steel, brushed metal and cement which contrast with antique furniture and vintage style carpets

Men's and women's collections are offered in the store, which also houses a "denim temple" in homage to the brand's DNA.