Diesel Concept Store, New York, USA

The denim brand has completed its new concept store in the American metropolis, distinguished by a façade that immediately stands out. Rather than relying on a striking shop window, the building’s exterior itself becomes the main attraction: a three-dimensional triangle pattern wraps around the Diesel concept store in New York, making the base pop against the surrounding glass façades and turning the store into an urban landmark.

The sculptural pattern is rooted in the brand’s identity. It takes its cue from the V-shaped stitching that is characteristic of Diesel denim, translating a familiar product detail into architectural scale. The façade was designed by Masamichi Katayama at the Japanese design studio Wonderwall, known for creating immersive retail environments that connect brand language to spatial experience.

To achieve the textured concrete façade, RECKLI supplied the two-component plastic PUR elastomer A45 for producing elastic textured formliners. These formliners enabled the precise transfer of the triangle relief onto the concrete surface with consistent depth and crisp edges across all elements. The precast concrete panels were manufactured by Italian specialists Archiform, ensuring high-quality execution of the distinctive façade pattern.