To celebrate the redesign of the flagship store in Düsseldorf’s old city, Diesel threw a party. The event took place on the 28th of April 2006 and began in the early evening with a reception in the store. Later in the evening 300 invited guests made their way over to the Plange Mühle, a spectacular redevelopment project situated at the old harbour area, not far from the city centre.

Working once again with our partners Bureau.FJM from Hamburg, we transformed the planned restaurant space, which at this time was not yet completed, into a bold visual installation.

We extracted design elements from the Diesel/ Renzo Rosso book (Gestalten Verlag) and gave them a heavy flora&faunavisions remix. All of the images were built using microscopic typography, which gave the images a very radical look.

Using a large number of slide projectors inside the space, we created an installation that placed projections on every available surface. The glass windows of the space were partially covered with self-adhesive foil, which added to the amount of projection surface in the location. The lighting was kept low-key so as to underscore the projections. As the guests began to arrive, we had the great situation where guests walked through the projections and were thus fully ‘dressed in Diesel’.
The final ingredient to be added was a DJ set by the Turntable Rockers.