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August 31 2014

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Diesel Black Gold Moves Into Soho

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“It’s very Diesel, but a lot sleeker,” says interior decorator extraordinaire Ryan Korban of the new Diesel Black Gold store he’s designed with Renzo Rosso, which is set to be unveiled tonight with a private party following the brand’s runway show this afternoon. “I wanted to take a lot of elements from a luxury store but edit it down so it still feels airy, young, and open. It was very important to the Diesel team that it still feel young and not stuffy.”

And the results of Korban’s work are just that—the Greene Street “contemporary showcase boutique” (the brand’s first), part of several new initiatives the brand is rolling out as it refocuses its attention on womenswear, is sleeker and more open than most of Diesel’s “vintage-y” shops. The look is more grown-up, just like the latest Diesel Black Gold pre-fall collection, thanks to Korban’s use of more premium materials and a luxe black, taupe, and brown color palette. Key design elements of the shop (under 3,000 square feet) include the matte black floors, wall-to-wall gray carpeting, and taupe and brown suede walls.

“The normal Diesel experience is very high-energy, but this gives you a chance to really experience each shoe and each piece of clothing,” says Korban. Here, Style.com has an exclusive first look inside the shop.

Diesel Black Gold, 68 Greene St., NYC.

Photos: Evan Sung

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