Diesel station

Seoul, South Korea

250 sqm

2024

The Diesel Station redefines the retail experience by blending Diesel’s bold, industrial identity with the energy of Seoul’s cutting-edge street style. Inspired by the functional aesthetics of gas stations, this store in the heart of South Korea’s fashion-forward capital offers an immersive and dynamic space. It combines vibrant urban influences with curated interactions: an edicola (magazine kiosk) for outfit inspiration, a sleek drink station for quick refreshment, and a denim personalization area for unique customizations. Diesel Station captures the spirit of Seoul’s streetwear culture—playful, stylish, and experimental—while remaining unmistakably Diesel.

GROUND FLOOR

FIRST FLOOR

SECTION 1

SECTION 2

The store’s industrial layout evokes the raw utility of a gas station while embracing Seoul’s street-style flair. At the center, a bold cylindrical display—reminiscent of a fuel pump—features Diesel’s accessories and bags on striking red shelves that contrast sharply with the dark, urban concrete tones. The grid-style ceiling with bright lighting brings a clean, futuristic touch, reflecting Seoul’s modern aesthetic. Pops of red and black dominate the space, giving it an energetic, edgy personality that appeals to the city’s fashion-conscious crowd.

1ST + 2ND FLOOR

Borrowing from the concept of real gas stations, the drinking area offers a moment of pause for visitors amidst their shopping journey. With clean lines and industrial finishes, this space merges functionality and style while reflecting Seoul’s café culture, where casual hangouts meet curated design. The area feels relaxed and social, encouraging visitors to linger and enjoy the space as part of their street-style experience.