Diesel Living at Fuorisalone 2017
The son of Diesel’s founder, Renzo Rosso, Andrea Rosso was appointed head of licensing in 2014
For Fuorisalone 2017, Diesel Living presented a pop-up home, a residence for the entire range of Diesel Living products, reunited for the first time inside a newly transformed space. In the heart of Milan’s most historic neighbourhood, the 5VIE district, in a former 1930s goldsmith’s atelier and glass-roofed edifice, it hosted a range of iconic domestic environments designed by the brand’s licensing partnership programme over recent years. Among the novelties was the kitchen environment developed in 2013 in partnership with the historic Italian brand Scavolini. The son of Diesel’s founder, Renzo Rosso, Andrea Rosso was appointed head of licensing in 2014, a role giving him full responsibility for the expansion of the label beyond its traditional offering of clothing. “With Diesel Living, we are showing the brand’s cosiest side, with the warmth of the sand dunes imbuing the urban living space with stripped-down shades. The human element injects the interior with a spontaneous, direct approach. We want to find an oasis of cosy comfort that merges from the apparently severe scenery.”.
DAMN°64 Food presents products that are creating waves in the kitchen. Says Productivity editor Patrizia Coggiola about the Choreographic Core trend:
"The kitchen is a stage set, where the elements are intrinsically ergonomic, designed to make a primordial connection between user and form, material, tools. Importance is given to contact, movement, and presence, with the items becoming an extension of our hands and arms, bringing us closer to a daily personal ritual. Value is attributed to the moment just before tasting."