Diesel Revs Up on Melrose

For its first West Coast flagship, Diesel has "gone Hollywood"—West Hollywood to be precise. Opening on eternally hip Melrose Place in May, the new ground-floor store, housed in a building dating back to 1896, is a departure from the traditional Diesel retail formula. Customers will enter the vast, windowless shop through large Gothic doors in the front or a cloud-festooned hallway that leads from the rear parking lot. Classic Diesel design aspects, such as the worn-in, vintage atmosphere of other locations, have been discarded in favor of unique lighting techniques and product displays. The stark cement floor gives way to a...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!