[et_pb_section fb_built=”1″ admin_label=”Hero” _builder_version=”4.25.0″ _module_preset=”default” background_color=”#333333″ use_background_color_gradient=”on” background_color_gradient_direction=”90deg” background_color_gradient_stops=”#000000 0%|rgba(0,0,0,0) 100%” background_color_gradient_overlays_image=”on” background_image=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/07\/diesel-hero.webp” background_blend=”multiply” collapsed=”off” global_colors_info=”{}”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” background_layout=”dark” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_button button_url=”#contact” button_text=”Contact Us” button_alignment=”left” button_alignment_tablet=”left” button_alignment_phone=”left” button_alignment_last_edited=”off|desktop” module_class=”mbutton” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”About Section” _builder_version=”4.16″ _module_preset=”default” collapsed=”off” global_colors_info=”{}”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
Discovering, supporting, and fostering creativity is part of Diesel\u2019s 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.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/07\/diesel-5.webp” alt=”Burger King + Mood Media” title_text=”diesel-5″ force_fullwidth=”on” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Objective” _builder_version=”4.25.0″ _module_preset=”default” background_color=”#000000″ collapsed=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_orientation=”center” background_layout=”dark” global_colors_info=”{}”]<\/p>\n
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 design was to have a big impact, dedicating a large proportion to the brand\u2019s denim roots consumers know and love, and 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.<\/p>\n
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.<\/p>\n
Diesel has a strong and well-known history with NTS radio. This collaboration plays a big part in the \u2018sound\u2019 of the brand and the Diesel marketing team was keen to curate a playlist reflecting the NTS collaboration and identity.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Solution” _builder_version=”4.16″ _module_preset=”default” collapsed=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_orientation=”center” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][ba_image_carousel animation_speed=”1000ms” use_lightbox=”on” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][ba_image_carousel_child photo=”https:\/\/us.moodmedia.com\/wp-content\/uploads\/2024\/07\/diesel-4.webp” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/ba_image_carousel_child][ba_image_carousel_child photo=”https:\/\/moodmedia.com\/wp-content\/uploads\/2024\/07\/diesel-5.webp” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/ba_image_carousel_child][ba_image_carousel_child photo=”https:\/\/us.moodmedia.com\/wp-content\/uploads\/2024\/07\/diesel-1.webp” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/ba_image_carousel_child][ba_image_carousel_child photo=”https:\/\/us.moodmedia.com\/wp-content\/uploads\/2024\/07\/diesel-2.webp” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/ba_image_carousel_child][ba_image_carousel_child photo=”https:\/\/us.moodmedia.com\/wp-content\/uploads\/2024\/07\/diesel-3.webp” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/ba_image_carousel_child][\/ba_image_carousel][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.16″ _module_preset=”default” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
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.<\/p>\n
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.<\/p>\n
In essence, the playlist leans into tracks that play into one or more of the following categories: Bold, innovative, fun, global, and NTS-inspired.<\/p>\n
Club culture plays a strong role in the programme, so we\u2019ll continue to develop the programme with what\u2019s happening in the local club scene right now and where the genre is heading next.[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_code _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]