DIESEL | PROTOTYPE SNEAKER AR EXPERIENCE
Creative Direction | AR Design | Retail Innovation
Locations: Amsterdam, Stockholm, Turin, USA
Locations: Amsterdam, Stockholm, Turin, USA
CLIENT / INDUSTRY
Diesel — a denim & lifestyle leader under designer Glenn Martens, pushing boundaries in “alternative luxury” through sneaker innovation  .
CHALLENGE
To launch Diesel’s new Prototype sneaker a genderless, sculptural design featuring industrial rubber overlays and mesh uppers worn by high-profile creatives through an edgy, immersive retail activation that met Martens’ avant-garde vision   .
SOLUTION
Developed an AR experience that let shoppers virtually try the Prototype sneaker in the physical world while reinforcing Diesel’s bold aesthetic:
• AR-enabled touchpoints placed in flagship stores where users could scan branded markers to visualize the sneaker in 3D within their surroundings.
• Used 3D animation and tracking to display the sneaker’s unique form and textures realistically.
• Integrated retail mechanics: after interacting with AR content, users were guided to shop the Prototype line—connecting the experience to discovery and conversion.
• Launched across multiple markets (Europe and the U.S.) as part of Diesel’s global activation strategy .
• AR-enabled touchpoints placed in flagship stores where users could scan branded markers to visualize the sneaker in 3D within their surroundings.
• Used 3D animation and tracking to display the sneaker’s unique form and textures realistically.
• Integrated retail mechanics: after interacting with AR content, users were guided to shop the Prototype line—connecting the experience to discovery and conversion.
• Launched across multiple markets (Europe and the U.S.) as part of Diesel’s global activation strategy .
PROCESS
• Partnered with OMM to oversee creative concepting, AR development, 3D modeling, and in-store storytelling flow.
• Anchored the design in the shoe’s deconstructed, Y2K-cyberwear aesthetic, aligning the digital experience with Martens’ vision  .
• Built the AR in mobile-first format to enable even casual passers-by to engage confidently in-store.
• Partnered with OMM to oversee creative concepting, AR development, 3D modeling, and in-store storytelling flow.
• Anchored the design in the shoe’s deconstructed, Y2K-cyberwear aesthetic, aligning the digital experience with Martens’ vision  .
• Built the AR in mobile-first format to enable even casual passers-by to engage confidently in-store.
OUTCOME
• Enabled shoppers to visually inspect and experience the sneaker in their environment, blending fashion and tech.
• The AR feature positioned Diesel as a tech-forward, design-conscious brand.
• Supported Prototype’s hero positioning under Martens’ direction—blending physical product, narrative, and digital immersion at retail.
• Enabled shoppers to visually inspect and experience the sneaker in their environment, blending fashion and tech.
• The AR feature positioned Diesel as a tech-forward, design-conscious brand.
• Supported Prototype’s hero positioning under Martens’ direction—blending physical product, narrative, and digital immersion at retail.
WHY IT MATTERED
The Prototype AR activation wasn’t just an innovation—it was a statement. It turned the sneaker from product into experience, visually vivid and contextually alive—mirroring Diesel’s identity as a rebellious, sensory brand.
WHAT’S NEXT
• Expand AR to customization experiences with colorways or textures.
• Use AR-enabled storytelling across campaigns featuring other Diesel innovations under Martens’ direction.
• Integrate virtual try-ons on web and social platforms to bridge the physical-digital gap.
• Expand AR to customization experiences with colorways or textures.
• Use AR-enabled storytelling across campaigns featuring other Diesel innovations under Martens’ direction.
• Integrate virtual try-ons on web and social platforms to bridge the physical-digital gap.
LINKS & REFERENCES
• OMM Campaign Overview: Diesel, AR, Prototype Sneaker   
• Diesel Prototype product features: genderless design, rubber overlays 
• Glenn Martens’ direction and brand strategy revamp 
• OMM Campaign Overview: Diesel, AR, Prototype Sneaker   
• Diesel Prototype product features: genderless design, rubber overlays 
• Glenn Martens’ direction and brand strategy revamp 
#augmentedreality #experiences #retailmarketing
