DIESEL have announced the launch of HYPEROOM, a  digital platform and exhibition space conceived by its parent company OTB to facilitate efficient—and inviting—fashion buying in the new world.

“One must look for silver linings whenever and wherever possible. 2020 has sparked an urgency to accelerate what we can offer and accomplish in the digital space,” says DIESEL CEO Massimo Piombini. “With this tool we have set a new benchmark for the industry, in regard to digital transformation. The HYPEROOM is the ultimate virtual buying experience.”



The HYPEROOM by OTB has been conceived to create immersive and emotional engagements with buyers and vendors. To minimize the fact that exchanges will now occur in a non-physical space, the order-taking process has been ultra-streamlined. Every brand of OTB will exist within HYPEROOM, retaining its own style, personality and values through a customized section of the platform.

DIESEL aimed to keep as much of the physical element as possible, the virtual space is crafted after the brand’s showroom in Milan. To digitally recreate the selling process, Diesel have enabled remote buying sessions through enhanced and comprehensive digital assets. As a result, buyers will be involved in a complete journey that goes beyond the typical showroom appointment.

The experience starts with a digital window, which creates an emotional connection with the viewer while simultaneously showing the mood and the most iconic pieces offered. From there, a multi-faceted arena of interactive components unfolds. Buyers can explore, viewing mood videos of the Spring and Summer 2021 collections, which spotlight the key looks and drops of the season. Hallmark clothing and accessory pieces will be rendered in 360-degree displays. Detailed 2D closeups with product descriptions will also be available.

A particular focus is dedicated to denim, the centre of DIESEL’s heritage. There will be a dedicated virtual space with “video fits” of each style, along with high quality rendered images to reproduce the touch and feel of the physical product.


To finalize an order, there is an easy-to-use interface that will provide the buyer with an overview of their selections. Throughout this virtual trip, a live DIESEL vendor will be connected with the buyer, speaking to the collection and walking the buyer through the process.

HYPEROOM underscores three essential pillars: digital acceleration, positivity and sustainability. With this new buying platform DIESEL will be significantly reducing the number of clothing samples created to go on display in showrooms, as well as reducing the need to travel to view new collections.