The new space reflects Glenn Martens’ creative direction for the brand
Diesel has opened a new store in Guadalajara Midtown Jalisco, expanding its presence in Mexico with a location that reflects the brand’s current creative direction under Glenn Martens.
Situated on Avenida Adolfo López Mateos within one of the region’s leading open-air shopping complexes, the store places Diesel alongside a roster of established fashion and luxury brands. The opening underscores the label’s continued focus on key growth markets while reinforcing its identity through a distinct retail concept.
The space is anchored by a sculptural façade, where a glass entrance is framed within an organic popcorn concrete structure etched with the Diesel logo. Inside, the design draws from the visual language of roadside billboards, referencing vintage Diesel campaigns once seen along American highways such as Route 66.
Walls clad in riveted raw steel panels evoke dismantled billboard structures, while industrial shelving contrasts with a lacquered red feature wall — a signature of the brand. Concrete floors and ceilings, paired with suspended light boxes, create a stripped-back, studio-like environment that houses men’s and women’s ready-to-wear, denim, footwear, and accessories.
The Guadalajara store continues Diesel’s emphasis on immersive retail experiences, translating its codes of nonconformity and irreverence into a physical space that aligns with its evolving global positioning.
