The three-day activation introduced Diesel’s new women’s fragrance through an interactive installation exploring desire, scent, and self-expression
Diesel celebrated the launch of its new women’s fragrance, ONLY DESIRE, with “Confess Your Desire,” a three-day immersive installation in Milan’s Piazza San Babila. Conceived as a public experience exploring desire, ambition, and self-expression, the activation invited visitors to engage with the fragrance through a series of interactive environments.
The experience officially opened on July 6 with a private event hosted by global brand ambassador Dove Cameron, welcoming international press and content creators before opening to the public on July 7 and 8. Designed as an immersive portal into the world of ONLY DESIRE, the installation unfolded across three distinct spaces: the Throne of Desire, inspired by Dove Cameron’s campaign imagery; the Confessional Room, where guests were invited to share their personal aspirations; and an olfactory discovery area introducing the fragrance’s signature scent.
Developed under the creative direction of Glenn Martens, ONLY DESIRE marks a new chapter for Diesel’s fragrance portfolio. The composition centers on a Metallic Vanilla signature, pairing sustainably sourced Bourbon vanilla from Madagascar with AmberXtreme and platinum aldehydes to create a fragrance that balances warmth with metallic intensity.
Designed as both a sensory installation and a social experience, “Confess Your Desire” transformed the fragrance launch into a participatory event, encouraging visitors to engage with Diesel’s latest beauty offering through storytelling, interaction, and scent.
