Italian denim label Diesel has launched the world’s first Diesel Hub in partnership with RTG Consulting and Muse Group in China.

Spanning 900sqm, Diesel Hub mixes retail and dining, housing an eatery called Diesel Brave Bar, which takes up about a quarter of the space. The bar offers a menu of food and a mix of drinks including boutique spirits and craft beers.

“We aim to respond to the changing needs of retail, and the convergence of living, dining, working and shopping, by creating a space that places human connections and creativity at the heart of it,” said Diego Menarin, CEO of OTB Group AsiaPacific.

The launch is part of Diesel’s bigger plan to roll out multiple Hubs across the globe in the future. According to the company, Diesel chose Shanghai as the first destination for Diesel Hub because it sees the city as a global centre of art, fashion and culinary hot spots.

“The desire for an enhanced retail experience is on the rise with the millennial generation,” said Angelito Tan, CEO of RTG Group Asia.

“Retail must transform faster than ever in creating unique experiences across all touchpoints and Diesel’s foresight into this trend helped provide a channel for us to create a platform that is shaping the future of retail.”