The Unbound
Diesel Retail Experience | Rome, Italy | Nightclub
Research
This fiction retail experience project explored Diesel’s bold, provocative identity alongside Gen Z’s desire for inclusive, high-energy social spaces. Research into nightlife culture, retail behavior, and emotional expression showed a growing preference for environments that merge fashion, community, and authenticity, forming the foundation for an experiential retail model built around freedom and connection.
Concept
The Unbound transforms Diesel retail into a nightlife-driven experience where fashion, music, and self-expression collide. Designed for movement and emotional release, the space encourages guests to explore, socialize, and engage with Diesel’s attitude of fearlessness and authenticity, creating a retail atmosphere that feels immersive, liberating, and unapologetically bold.