Novakomms supports LCF students in Diesel flagship store takeover

London College of Fashion students and Diesel launched an exciting collaboration including the takeover of their London flagship store with a unique concept spread across three floors. Novakomms proudly supported it with the external marketing expertise.

In line with Diesel’s ongoing commitment to fostering young creativity the opportunity was given to a successful group of LCF Post Graduates.


Diesel Artistic Director, Nicola Formichetti adds: “Supporting young talent and fostering creativity is something very dear to me and to Diesel. It is by supporting those new talents that we are helping create the creative minds of tomorrow.”



The flower market located on the ground floor is the courtesy of renowned florists, Grace & Thorn.


The winning design celebrates the history of Covent Garden and its 19th-century flowers girls – some of them doubling as prostitutes – who made it famous.

A part of this collaboration was inviting external experts from the industry to work with students and offer guidance and direction by sharing relevant business insights.

Novakomms was invited to work with several groups of LCF postgraduates who worked with many high-end fashion brands and designers directly on projects, ranging from the new product launches, creating the marketing strategy and branding to re-evaluating existing brands wanting to move to new markets.


Filip Novak, Founder of Novakomms said: “It was a real privilege to have supported students in these projects. The idea of collaborative projects between the industry and the postgraduates is both exciting and transforming. Working on the real-life briefs by bringing together the high-end fashion brands such as Diesel and external industry experts is an ideal way to give students the valuable real-world experience. For students to see their hard work become a reality is an experience they will be able to leverage in their own professional careers.”



Floral illustrations were crafted by the gifted Willa Debbie


The winning group of LCF students was made up of Eshaan Dhingra, Griselda Ibarra, Irene Rodriguez, Laksamee Jong, Maxime Laprade (in the featured image with Filip Novak).

We spoke to the winning group of students to hear their views on this exciting collaboration.

What was the initial brief from Diesel about?

“We were required to create and present a store takeover for Diesel’s Covent Garden store.

The brief included 5 deliverables:

  1. Research (Brand History, Retail Trends etc.)
  2. Store – External concept (window display and décor ideas)
  3. Store – Internal concept: create a brand experience for the internal retail space
  4. Launch event details and Planning
  5. Create a Marketing Communications plan for the store takeover”

How did you decide to respond to the brief?

“We decided the best way to approach the brief was to develop a concept that was tailored specifically to the Covent Garden store and the area. While researching, we were really surprised to learn that Covent Garden used to be the London centre for sex trade. This theme instantly got our attention as the best concept to create a wow factor and to interpret through the eye of the brand for the deliverables.”

What did you take away from the consultancy with Novakomms and how did that help you with the Diesel project? 


“From our consultancy with Novakomms, our main takeaway was to see the communications plan as a bridge to your customers; always keep your target market and your brand’s values in mind.

We also really appreciated the encouragement! We weren’t sure how people would react to our concept, but after our consultancy we felt confident to go 110% with our idea and to sell it to the Diesel team during our presentation.”


“Creativity is firstly all about novelty and difference – diverging from the conventional perspective and accepted standards. Secondly, it’s about giving the creative individuals the freedom to express their individual talent and vision. In business terms, novelty and difference are often not enough. To be creative, an idea must also be useful and valuable. It must solve a problem and be fit for purpose – a business purpose. This is where the true value of creativity is celebrated and I believe the winning group have done it with this concept.”, said Filip Novak.

Did you enjoy the experience?

“We enjoyed the experience very much! We learned to work together as a team and discovered that variety can be powerful, as none of us came from the same background. One of the most amazing things is seeing our hard work become a reality. It was rewarding to work with an innovative brand that is open to ideas and responsive, which gave us the opportunity to experience an industry environment.”




Bethan Alexander, Course Director of MA Fashion & Retail Management at LCF added: “Diesel were an amazing collaborating partner- enthusiastic, embracing and immersive with the students and faculty throughout the process. They provided an incredible learning opportunity over the 15-week partnership with the winning group not only flown off to Diesel HQ in Italy but to have their ideas brought to life for the entire month of August in store. It doesn’t get much better than that!


The flagship takeover launched on Thursday 11th August and will run until 12th September.

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1 Comment

Join the discussion and tell us your opinion.

2nd December 2017 at 3:26 pm

You actually make it seem so easy with your presentation but I
find this matter to be really something which I think I would never understand.
It seems too complicated and very broad for me.
I am looking forward for your next post, I’ll try to get the hang of it!

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