One of the hippest things to do these days in marketing for clothing brands is creating a “guerilla pop up store”, a place to have parties, exhibitions and to sell clothes. It’s guerilla because it looks all improvised and pop up because it only lasts for a certain time.
Diesel’s little brother brand 55DSL does that in Hamburg in a former milk bar and the opening last weekend worked pretty well. They had lots of beer and sausages and a hiphop DJ who was a little sad because he was only allowed to play at radio volume. The police showed up five times, the street was packed with people who wanted to get in and the place was packed with people in white plastic bags who couldn’t get out. That, of course, was an art installation by New York artist Mike Bouchet.
All to promote a new collection by Renzo Rosso’s (the Diesel founder) son, Andrea Rosso, who designed some very new ravy pieces. The audience last weekend maybe was even a little too old for that kind of clothes but from now on the store is open until the 30th of November – Schulterblatt 12, Hamburg so anybody can have a look.