Diesel → Successful Living

At Berlin department store KaDeWe, a trompe l’œil domestic environment brings Diesel’s AW11 Apartment concept into three dimensions.

Design, Production + Install
StudioXAG

Photography
courtesy of Diesel

Diesel x StudioXAG: Successful Living Campaign

StudioXAG designed, built and installed 10 windows and an in-store space that put a surreal spin on successful living. Furniture prints are hung on washing lines, washing machines are mounted on the ceiling, and an oversized TV is positioned at a jaunty angle in one window, playing footage from the runway show.

A mannequin squeezes into a dolls house, and another sits in a wardrobe surrounded by hundreds of pairs of printed shoes, all framed with mismatched wallpapers in a 1950’s palette.

In-store, an enormous fridge stands on an illuminated tiered platform and fills the central atrium space.