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10 Years

Diesel

Underwear, beachwear and loungewear design

As with many underwear and accessory displays, quantity and size range are important but can look messy and unattractive. On completion of the merchandise alignment section of the project it became self-evident, that there needed to be a way to optimize selling space whilst maintaining a high density of stock presentation. The challenge was creating a module that fit the existing size parameters that also looked part of the Diesel brand language. After the initial concept consultation process, we devised a turning module mechanism.

The design maximised the need for a strong impact and clean display of merchandise, while also providing a solution for the stock of sizes and colour variations.  A series of pivoting L shaped panels allow each design to be represented on the front of the panel while the alternative sizes, hanging or boxed, are concealed behind.  While the stock is easily accessible and encourages the customer to interact with the display, the front of the panel presents the underwear as a focal point.

Working with Diesel’s Interior Design team, we explored many different substrates to keep with their DNA guidelines.  During the concept and development phases different samples were evaluated before arriving at the solution. The clean black iron frame rises out of a distressed wooden base with metal details. The panels themselves are black Valchromat giving a softer look, with rustic metal ferrules and fixtures and a textured front panel allowing the underwear maximum stand out.

Different module variations were explored, but after the final review pre-prototype, it was agreed that standard height sizes should be reflected across all the different categories of underwear, beachwear and loungewear.  This was important in making the solution adaptable across future collections as well as the current campaign.

The first 2 test stores were selected as Oberhausen shopping centre, Germany and Zurich on Bahnhofstrasse. We worked alongside their internal design team on layouts and elevations for the space before they were signed off for production with their existing shopfitting contractors.
In addition to these items, we worked with their team to provide bolt-on solutions to retrofit existing stores along with designing cross-merchandising solutions to integrate the underwear with the main collections. Alongside these, a dedicated Essentials unit was designed to allow these products to be positioned strategically in the store for more impulse purchasing, as this had been a trend taken from the initial benchmark audits.

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