Galeries Lafayette Becomes Art Gallery For #DieselReboot

The street-level walls of Paris’ upmarket department store Galeries Lafayette have been smothered with art works sourced from a creative crowd of a thousand. It seems Nicola Formichetti, former stylist of Lady Gaga and her infamous meat dress, is the imaginative force behind this controversial display. Having seized the helm of Diesel’s artistic direction he has set about reprogramming the brand’s DNA, and this is the work of his first campaign.

The diverse community of artwork currently on show was initially submitted via Tumblr by a whole host of somebodies and nobodies responding to Formichetti’s broadcasted challenge of becoming the denim empire’s next generation of tastemakers. Across the global body of submissions #DieselReboot was the connecting hashtag employed, and still proves to be the accessing channel for a live stream of conversation surrounding the immersive gallery.

The takeover of Galeries Lafayette also extends a hand to five up-and-coming artists who scale their custom installations both inside and out of the building. These are Kim Laughton, Nicolas Boillot, LaTurbo Avedon, Eva Papamargariti and Roxanne Gatt.

Each transforms the grandeur of the building’s Belle Époque architecture with the skin of digital artistic practice. Out with the old, in with the new. This is the call to action of a creative modern generation who will bring us the rebirth of the iconic design house. #DieselReboot.

 Words: Laura Yuen