Italy – During the pandemic, the home became an extended comfort zone for many people, with the objects within it becoming sources of joy and wellbeing. In recognition of how this will shape the future home, Italian brand Diesel has unveiled a new venture, Diesel Living, at Salone Del Mobile Milano 2022.
This new business arm sees the brand partner with real estate group Bel-Invest and Italian furniture, lighting, kitchen and bathroom designers to create branded Diesel residences – the first of which is being developed in Miami, a location known for luxury real estate.
Diesel will join a selection of brands migrating outside their primary sectors in an effort to infiltrate other aspects of our lives, including home and living. It hopes the project will remind people to ‘make the most out of being inside, a place where everything that surrounds you offers up hypnotic surfaces for your inner voyage’, suggesting the importance of living spaces for positive mental health and self-reflection. To read more on branded residencies, discover our Brandlords microtrend.
Consider how you can seamlessly integrate your brand into consumers’ everyday lives and abodes through design credentials such as patterns and colours or identifiable brand traits