The project
Created for Diesel's latest global campaign, the window concept was designed to scale across key locations, among them London, Stockholm and Illum, while holding a consistent brand identity in every territory. Its role was to showcase Diesel Rehab Denim, a collection made from reconstituted cutting-room offcuts and recycled fibres.
The surface treatment tells the same story as the product. Recyclable board panels are layered with a dense covering of denim remnants to create a raw, textured finish that invites a closer look, and broad, sculptural mounds of fabric scraps add volume and movement. Rather than being disguised, the materials stay recognisably what they are, so the offcuts that define the collection also form the display.
The windows sit within wider campaign storytelling that included an SS2025 runway set built from 15 tonnes of denim waste. By pairing low-impact manufacturing with large-scale visual display, the project turns Diesel's circularity goals into a retail environment that can be replicated across markets, with reduced water and chemical use reported throughout its production.
The category
The Surfaces, Materials and Finishes award recognises the inventive use of high-quality surfaces, materials and finishes in retail spaces. Judges look for materials chosen to express the brand's ethos, work in harmony with the interior concept and enrich the visual and tactile experience of the store.
Read the full criteriaHow it meets the criteria
Denim remnants and fabric scraps make Diesel's circularity goals visible and point directly to Rehab Denim, made from reconstituted cutting-room offcuts and recycled fibres.
Recyclable board panels and reclaimed denim waste support low-impact production, with reduced water and chemical use reported, while staying consistent across territories.
Layered remnants create a raw, tactile surface and sweeping mounds of fabric add sculptural scale, giving passers-by a physical sense of the collection's raw material.
2026 winners
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