DIESEL UNVEILS ARROJADOA, A NEW INSTALLATION AT DIESEL DENIM GALLERY

FEATURING THE NEW COLLABORATIVE WORK OF DUTCH DESIGN FIRM MOOOI
AND SPANISH ARTIST JAIME HAYON

OPENING RECEPTION: MONDAY MAY 19TH, 7PM TO 9PM

During 2008 New York Design Week, the Diesel Denim Gallery is proud to host ARROJADOA, a collaborative exhibition by artist Jaime Hayon and design firm Moooi. ARROJADOA, is the direct Spanish translation of the word audacious, but is also known as a cactus identifiable by its vertical stacked elements. The installation focuses on totem sculptures composed with specific functions, like stools, tables, mirrors, and trays. Each element is made of different colors, materials, and finishes. The NYC installation will open to the public on May 19TH and will coincide with the release of Jaime Hayon Works, the first monograph of the artist, to be released by Berlin-based publisher Die Gestalten Verlag.

Jaime Hayon, a true rising star in the international creative scene, embodies a new type of creative Renaissance man who can use his unique stylistic language across various areas of media with his interdisciplinary approach and extraordinary talent. Born in Madrid in 1974, Hayon was trained as an industrial designer and worked as a researcher in Fabrica, Benetton's communication group. In 2004 he started his career and has kept his hands full of eclectic projects. Being a multi-faceted creator, Jaime's work has developed in various areas: from curatorial roles, to those of an artist, to that of a designer.

Moooi leads in the understanding of culture, human needs and technology by creating the most successful and innovative designs through collaborations with international artists and designers such as Ross Lovegrove, Front, Studio Job and Jasper Morrison.

Renzo Rosso, president and founder of Diesel says, "At the Diesel Denim Gallery we look to support art that makes you think. Whether the art it is explosive, controversial, or inspiring Diesel holds no boundaries when collaborating with artists."

Sebastien Agneessens, curator at the Diesel Denim Gallery store says, "Working together with Diesel, Moooi, Jaime Hayon and publisher Die Gestalten Verlag is more than a privilege, it is a unique chance. This international creative quartet tirelessly showcases design to our amused eyes, sharing with us their playful, sometimes ironic vision of the world and fostering inspired collaborations."

The Diesel Denim Gallery (DDG) is a concept store positioned between retail spaces and art galleries. Located in New York (68 Greene Street) and Tokyo, DDG links contemporary art to the DDG collection. The collection consists of limited-edition wearable works of art. Diesel also continues to support the arts worldwide through its Diesel Wall project, an art competition dedicated to young artists and designers in which their original work is presented on monumental, freestanding vertical walls in the center of the world's most important cities.

Diesel is a worldwide, forward thinking, fashion company. From its headquarters in Molvena (Italy) it directly manages more than 15 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale, including more than 400 company owned stores. Diesel is part of the holding Only the Brave, which also incorporates Staff International - a company that manufactures and distributes brands such as Diesel Denim Gallery, Maison Martin Margiela, Sophia Kokosalaki, DSquared2, Vivienne Westwood - Neuf, the owner and operating company of Maison Martin Margiela, of which Renzo Rosso is a majority shareholder, and 55DSL - a brand strongly linked to urban and street culture.