Creative, strategy and planning for a new community hub and pop-up store in Ginza, with a series of events which ran over three months. Diesel Studio is an interactive project that explores and communicates Tokyo’s mix of cultures through both physical spaces and online platforms.

For Diesel’s new vision led by creative director Glen Martins, brand community building plays a central role in their new strategy. Forming new connections between the brand and its customers in a variety of ways, both on and offline, our responsibilities covered digital strategy development, content creative production, event planning and a variety of operations, with a focus on the Ginza pop-up store. The entrance on the first floor, emblazoned with Diesel’s brand color and huge graphic logo, is a space where visitors can rediscover a new Diesel worldview, with the latest products and items exclusive to the Diesel Studio pop-up store.

The basement floor is the core space of Diesel Studio, a place for special content transmissions and brand experience. This studio, with its symbolic red walls and mirrors, is the centerpiece of the project, featuring street dance in the first phase collaborating with Rie Hata and e-sports in the second with Fennel. The studio can be experienced both in person and online through collaborations with these inspiring creators who are evolving their respective cultures unconstrained by preconceived notions and transcending genre barriers.