Diesel have opened a brand spanking new London flagship store, nestled on Brompton Road somewhere between the bosoms of Harrods and Harvey Nics. Could we say, then, that this makes Diesel a very luxurious sandwich filling? And clearly the filling is the best bit. I mean, without a filling a sandwich would just be well, bread. But, enough about food. This is fashion. We don’t eat. So, this morning we sashayed Westside where we were given an exclusive walk through the store before it opens to the public at 10am. Or, by the time that you read this, open already. Hoorah. See this store as a new chapter in the Diesel story. Yes, this is only the second Diesel store to be designed by Japanese architectural firm, Wonderwall, the first being on Madison Avenue in New York. They, in case you didn’t know already, are led by Mr Masamichi Katayama and “specialise in creating cutting edge design concepts which pays respect to conventional and traditional design philosophies”. For this flagship, they were inspired by the idea of the ‘home’ – which meant persian rugs, a smattering of nice furniture, some large furry animals and even a denim section inspired by a wine cellar. Which won’t get you drunk, but will fulfil your wildest jean-based dreams. Just as good. And, lovers of exclusivity, as we are, there is special collection that is only available in the Knightsbridge store. Which is, we can confirm, fabulous. I mean, there’s an embellished leather jacket in the colours of the Italian flag. Come on. For those of you unable to make it to Brompton Road, that special collection will also be available online. Which doesn’t apply to us. We actually haven’t left. We’re hiding in the stock room. Can we stay?
