Fashion Flagship Store Design & Custom clothing Fixtures | DIESEL Retail Case in Zhuhai

Brand Pain Points 

Streetwear brands need strong visual impact from their store spaces, but shopping malls have very strict fire resistance rules for decoration materials. 

This creates a common dilemma: the iconic DIESEL red finish and metal facade designs often conflict with fire safety acceptance standards. Besides, plenty of customized clothing store fixtures like special-shaped display racks and island cabinets easily have color differences and splicing gaps. 

As a result, the actual store effect often fails to match the official design renderings. Before launching this project, DIESEL checked many suppliers, but most solutions could only make a compromise. 

Either they gave up texture and color to meet fire safety rules, or they kept the cool visual effect but took huge acceptance risks.

After comprehensive consideration of aesthetics, workmanship and project safety, DIESEL finally chose LUXE, trusting our ability to balance creative design and practical engineering standards.

LUXE Solutions

LUXE took full charge of the whole renovation of this 148-square-meter DIESEL lounge flagship store in Zhuhai. 

We targeted the core problems with systematic design thinking and high-precision customized store equipment. In the early stage, we selected qualified fire-proof main materials to restore DIESEL’s classic uniform red finish, fully complying with local fire safety regulations. 

We adopted unified production standards and precise seamless splicing technology for customized displays, effectively solving color deviation and gap problems, making the on-site effect highly consistent with design renderings. 

We perfectly satisfied both the brand’s visual positioning and the mall’s strict acceptance requirements.

LUXE Design Philosophy 

Based on DIESEL’s unique brand DNA, LUXE put forward a tailored design idea: “Restrained negative space, texture shapes the space, and color activates the temperament”. 

Our exclusive store concept removes all useless fancy decorations. We use neat lines, textured metal materials and high-saturation brand red, matching pure white space tones, to fully display DIESEL’s avant-garde and trendy streetwear personality. Every detail is refined to serve the brand’s unique style.

LUXE Exquisite Craft Execution

•  Facade & Window System: 

We customized large-area red-coated exterior panels to create a smooth and unified iconic storefront look. Meanwhile, we finished a full set of window display stands and glass cabinets. The combination of toughened glass and powder-coated metal bases creates eye-catching front-store visuals, which is the key highlight of the overall spatial design.

• In-store Display Cabinetry & Fixtures:

All core customized clothing store fixtures including white metal hanging racks, foldable island display tables and high-end enclosed display cabinets are made with seamless splicing craftsmanship. The overall layout is clean and smooth, suitable for daily clothing display and customer shopping flow. The delicate metal texture also echoes the brand’s light luxury street style.

• Hard Finishes: 

We adopted custom RAL standard resin flooring, artistic inorganic coating and metal mesh ceiling to highlight the brand’s industrial aesthetics. Fine metal trim strips are used for wall and floor joints to ensure unified overall vision, laying a solid foundation for the high-end store spatial design.

• Full-scope Supporting Services: 

Material sample validation, fire-safe & eco-friendly material selection, MEP and fire-protection detailed development. All decorative finishes conform to local fire-safety regulations.