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Diesel
Case Study
About Diesel
Founded by Renzo Rosso in 1978, Diesel has long been an innovative international lifestyle company, rooted in denim mastery. It has since evolved into a leader in premium fashion and is now a true alternative to the established luxury market. Glenn Martens, Creative Director since 2020 oversees apparel, accessories and a wide range of lifestyle collaborations: from fragrances, watches and jewellery to interior design and real estate projects with Diesel Living.
Discovering, supporting, and fostering creativity is part of Diesel’s DNA, powering a variety of global iconic brands and companies. This creativity is something that truly inspires us at Mood Media, and we are proud to have partnered with Diesel for several years on their music curation in numerous stores around the world.
Objective
The opening of the Shibuya store in Tokyo, Japan created an exciting opportunity to celebrate and showcase Diesel now and their ideas for the future of the brand. The store was designed to make a big impact, dedicating a large proportion to the brand’s denim roots consumers know and love, while incorporating the wider Diesel collection as the consumer meanders through the space. The store itself is a truly mesmerising mix of textures and colours. Bold palettes and textural variations reflecting each style and purpose create an engaging, inspiring, and exciting store.
Mood Media was again enlisted to create a bespoke music program for this brand-new store. The program needed to reflect the local indie scene of the store location but remain relevant for a global audience.
Diesel has a strong and well-known history with NTS radio. This collaboration plays a big part in the ‘sound’ of the brand and the Diesel marketing team was keen to curate a playlist reflecting the NTS collaboration and identity.
Solutions
Custom Music Program
Our strategy for the Diesel Tokyo playlist was to define a program that aligns with the brand personality, target demographic, desired retail experience, and NTS music direction as part of their global theme. Working closely with the Diesel marketing team, we were able to bring a new way of working into the partnership by leading the creative process and choosing appropriate tracks that work within the strategy. This removes any hurdles regarding licensing and enables our expertise in the best in-store experience to shine through.
Diesel Music Sample
We wanted to stay ahead of the curve by choosing talent that is leading in a new genre or sub-genre, artists that are strong in modern questions and conversations and styles, tracks and artists that are influencing current trends. This playlist is all about capturing local talent that draws inspiration from multiple genres, countries and cultures and placing it on a global platform.
In essence, the playlist leans into tracks that play into one or more of the following categories: bold, innovative, fun, global, and NTS-inspired.
Club culture plays a strong role in the program, the music will adjust to align with what’s happening in the current local club scene and where the genre is heading next.
Results
Benjamin Dumazot, Senior Music Supervisor at Mood Media for Diesel said “This is such a fun playlist to work on! Diesel knows how to have fun with the brand and they aren’t afraid to stray from the norm. Creating a playlist that pushes creative boundaries is great”.
As Mood Media continues to work with Diesel throughout the coming months, we’ll be working on a new CMS which not only enables our team to work more efficiently for the brand but allows for simple, effective updates and a seamless experience that evolves with the brand, the global marketplace, and any local cultural and musical developments.
The playlist will be reviewed monthly, with a likely refresh of 15-20% of the tracks to renew and revitalize the in-store experience for consumers and colleagues alike.
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