In a first of its kind, renowned apparel brand- Diesel is all set to make an entry into the world of real-estate with the ‘Diesel Wynwood Condominium’. Designed by Zyscovich Architects and developed in association with the Italy-based Bel Invest Group development firm, the mega-luxury township is being publicized with the help of T-shirts costing the price equivalent to a luxe Condo! That’s right!
In staying true to its fashionista roots, Diesel plans to sell its real-estate project with the help of cotton t-shirts ranging anywhere between $370,000 to $5.5 million dollars. The collection consists of 143 pieces (made from 100% cotton) in total, each featuring the floor plan of a Condo at the Diesel Wynwood. And as part of the snazzy marketing campaign, those purchasing the t-shirts will be rewarded with an apartment at the Diesel township for free!
Commenting on the quirky sell strategy, Luca Lorenzini and Luca Pannese – Founders of Small (the US Start-up firm behind the campaign) said, “It’s always a pleasure to work with brave clients. And Diesel is one of the bravest. Together with them, we wanted to create a real estate campaign that was different from all the other real estate campaigns that are around. And this is how “the condo t-shirts” was born. With this campaign, Diesel, once again, decides to challenge conformity to create something totally unexpected. We’re extremely excited and grateful to have been part of this project.”
Diesel’s “The Condo T-shirts–The Most Expensive T-Shirts Ever” campaign was launched on December 3rd in Miami.