Portview adds boutique chic to Diesel Black Gold

27 July 2015

Portview Fit-Out carried out the interior fit-out at luxury brand Diesel Black Gold’s first concept store in central London recently, which was one of the first globally to feature the bespoke design.


Upmarket label Diesel Black Gold, which is the advanced contemporary division of Diesel and part of the wider fashion and accessories brand which has stores worldwide, features men’s and women’s wear in a high fashion style. The ambitious interior fit-out was implemented alongside Diesel’s in-house architect and European design companies especially appointed to ensure the retail outlet, located in London’s designer district off Bond Street, had a sumptuous feel. The modern central London store at Conduit Street was handed over in April this year following the final phase of the fit-out.

John McMahon, Portview Fit-Out’s Contracts Manger, said it was one of the first Diesel Black Gold stores to be fitted out to such a high specification. “We stripped out the shop back to shell and core over two floors, which included a basement and ground floor levels, before installing new shop fronts, a ceiling and the mechanical and electrical elements with new external windows to the rear elevation,” explained John. There was also intricate work to be performed by Portview Fit-Out’s joinery team who created the bespoke flooring for the Diesel Black Gold outlet. “Our joiners had to create the specially-commissioned floor, which has an unusual design and is a combination of concrete tiles and timber strips, which have been crafted into panels,” he added.

Portview Fit-Out also supported an Italian design company which supplied the furnishings to complete the luxury look at the designer brand’s store.

The 2,277 sq foot space represents the first global concept store for the line and the only retail location in the UK to exclusively showcase the Diesel Black Gold women’s and men’s collections. To bring the brand’s signature to life, Diesel Black Gold teamed up with acclaimed founders of Architecture and Associés, Pierre Beucler and Jean Christophe Poggioli. Diesel Black Gold Creative Director, Andreas Melbostad, says: “The Conduit Street store is a unique opportunity to initiate a dialogue with a London audience. It represents a truly indigenous atmosphere for the brand’s new cohesive vision, showcasing a complete range of women’s and men’s collections along with their complimenting accessories.”

Industrial and raw materials were utilised as a backdrop for the collection. Concrete panels draw the eye from wall-to-floor accented with intricate cement patterns and parquet flooring. Concrete runs throughout the surface and is juxtaposed by leather furniture with studded accents. Contrasting leather wall panels with moulded tyre-track patterns are highlighted by delicate lighting. Architectural aluminium wall elements give strength to suspended stainless steel fixtures. The Conduit Street boutique gives luxury an edge, bringing to life the brand’s DNA and allowing customers to become immersed in a complete Diesel Black Gold experience.

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