20 years after the opening of the first ever Diesel store in Lexington Avenue, the brand has once again chosen Manhattan to debut its new retail design concept. Here is what we love about their new store.

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pIt was a surprise for the ardent shoppers of strongMadison Avenue/strong on Black Friday when they walked into a space that looked like an apartment, but in reality it was a brand new store by the renowned denim brand Diesel. Launching its new flagship store on the edge of strong59th street in Manhattan/strong, the Italian clothing brand recently surprised patrons with andnbsp;unique psychedelic interiors./p
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pAll credits go to the Japanese architect firm strongWonderwall/strong, as Artistic Designer of Diesel Nicola Formichetti collaborated with this Tokyo-based design team headed by strongMasamichi Katayama/strong to create this new boutique for the brand. The name Masamichi might ring a bell if you have stepped into Uniqlo stores in France, Germany and China and the celebrated pub Ozone at Ritz Carlton in Hong Kong. He is the mastermind behind the store's new look./p pandnbsp;/p
pstrongA symbolic new house for the brand/strong/p
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pCustomers traveling through the store's different areas will witness the space inspired by a wine cellar, where denim (Diesel's core product) finds its ideal representation in a beautiful stainless steel and glass installation highlighting the quality and mastery of the brand in this category. Alongside t...