Diesel launches Wonder World concept in India

Followed by only a handful of stores globally, Wonder World concept resorts to steel as the main material for fixtures whereas exposed wall, stone flooring etc contribute further.

Italian clothing, footwear and accessories brand Diesel has recently launched its “Wonder World” concept in India with the launch of their flagship store spanning across 1000 sq ft at New Delhi’s Chanakya Mall. The store design follows predominant use of steel in fixtures and other display system with a touch of wood. Delhi-based Shark Shopfits has supplied fixtures for the store. To complement the steel fixtures, the walls are kept bare whereas the flooring is made of stone.

Rohit Patra, Head-Projects, Reliance Brands Ltd (the company that operates Diesel in India), told Retail4growth, “Wonder World concept is very new with Diesel and even globally, a very few stores follow this design concept. the concept breaks away from the old concept in terms of adding edge and premiumness and talks more on the brand perspective. The execution of this concept also calls for bigger investment. All upcoming stores of Diesel in India will don the Wonder World concept.”