The new store is located in the Shanghai Pudong T2 domestic area.

Diesel has opened a new store in partnership with King Power Group (Hong Kong) subsidiary Orient King Power at Shanghai Pudong Airport terminal two.

The store, which officially opened in January, marks a positive start to the year in travel-retail, according to the company.

In 2017, Orient King Power secured the five-year contract to operate two-thirds of the retail space in the T2 domestic area. This followed the completion of the T1 domestic departures commercial redevelopment in 2016.

In line with Diesel’s opening strategy in the Asia/Pacific, the ‘simple yet unexpected’ design concept was developed in partnership with Japanese architect firm Won-derwall, headed by interior designer Masamichi Katayama.

‘SYMBOLIC NEW HOUSE’

Diesel said the idea was based on an apartment’s space, reminiscent of a symbolic new house for the brand, which is looking to create a distinctive atmosphere. This will combine with the brand’s identity where the customer can feel ‘at home’.

The new opening gives travellers the perfect opportunity to explore the spring/summer 2018 collection and newly launched ‘Diesel for AC Milan Capsule Collection.’

Regarding the spring/summer collection, this ranges from apparel to accessories for men and women, to the wide selection of denim and JoggJeans, a campaign which was launched last September, as reported.

In addition, there is a particular focus on authentic, influenced pale denim featuring various treatments, rips raw edges and floating stitches.

A company statement said: “This recent opening testifies once again how the travel retail channel is extremely crucial for the brand. In 2017, Diesel opened many new stores from Yangon, Hawaii Guam and Waikiki to the most recent at Singapore Changi Airport last October, where Diesel partnered with Lagardère Travel Retail.”

The in-store offer ranges from apparel to accessories for men and women to denim and JoggJeans.