Diesel to build first branded apartment complex

Diesel is getting into the residential real estate business.

luxury brands

The Italian denim giant has linked up with Bel Invest Group to build its first residential Diesel building, in Miami, Florida.

Diesel thus joins an elite group of fashion and luxury brands that have created significant branded buildings; including Versace, Stella McCartney, Bulgari and, most notably, Giorgio Armani, who boasts dual-use residential/hotel Armani Casa towers in multiple countries.

Diesel’s edifice will be constructed in the entertainment district of Wynwood, and feature 143 Diesel Living-designed residential units, as well as approximately 24,000 square feet of street-level retail space.

Its loft-style design is created to fit the pedestrian-friendly Wynwood district, a dynamic neighborhood noted for its Wynwood walls, where former factories are turned into works of art. It will be just south of the happening Miami Design District with its constellation of luxury stores.

Diesel’s building is being designed by Zyschovich Architects, and will be decorated with products and designs from Diesel Living, where the fashion brand has linked up with Italian suppliers like Seletti, with its industrial punk accessories, Foscarini, for rock pop metal furniture, and Iris, for technical brutalist ceramics.

“Diesel Living is the first true concept of modern living by a fashion brand. It reflects the lifestyle of today’s young generations… their ‘social’ way of interpreting their residences, spaces where they live, work, entertain friends,” said Renzo Rosso, founder of Diesel.