Diesel interactive store


Our client DIESEL asked our support towards a vision of digital transformation of their biggest physical store in Italy, which is placed in Milan.

They aimed to improve their customer experience by providing them a more immersive and inclusive experience around clothing, in order to let them discover, be inspired by the products and at the same time create awerness of the brand values.

We worked then towards creating different interactive touchpoints, above all an interactive table and a smart dressing room to let the user discover products and dive into an immersive and tailored experience.



Core point of this project was to observe and talk to real customers and salespersons in order to understand their daily routine and how they interact inside the store with the final products. We figured out above all that users wants to be engaged about a product, discover suggestions, and that the shopping itself is something related to moods and feelings, and being recognised inside that specific brand.

After having gathered data and insights from the research phase, as well as chosen the right tech stack for this project, we entered a heavy deign phase mainly focused on finding the right language to use for such a projects. We decided to go all in in terms of creating something very modular and flexible since it could be adopted also in other stores across countries and be adapted to different languages/interactions/etc.

Nevertheless, we prototyped a lot in order to validate animations, speed of upload, affordances, stress tested RFID tech stack, and above all, tested an interactive surface based on a mirror, so that we could plan better all the UI treatments to communicte with the Visual designers.


Final outcome of this work has been 2 interactive touchpoints, being a working table and a fitting room, installed in the phisical store in Milan.

Users can take advantage of the interactive table by placing products on top of it and get infos around it, as well as get inspired by what to pair with. The fitting room indeed, it’s recognising the products users are bringing inside, and showing them on a mirror/surface, where users can get infos about the clothes, and suggestions taken from the brand catalogue about how to complete their look with additional products for example.

Pecularity of the fitting room is the mood selection. There’s a secondary screen on the back of the users, so that by tapping on the mood selector, they can basically see themselves in a contextualised environment, taken of course from the brand assets.



I joined the project in November 2016 as a Senior UX Designer. At this stage, the research phase was already consolidated, as well with a general overview of the tech stack.

I took over the lead of the project together with a fellow Senior Designer, contributing around creating job stories that helped us in defining meaningful experiences for each device, building the functional flows for the different use cases of the touchpoints, as well as defining thevisual language and the modular layout system used to build up the final UI.

Nevertheless, I worked on most of the prototypes we used for internal testing, a well as being the reference person for the client in the final stages of the project, when testing high builds of the devices both in house as well as on site in the store in Milan.


We could always dig deeper on this :)

Dante Fusco - Made in Berlin during COVID-19 lockdown