Rustic Italian cuisine with a high-chic twist

This article appears in Tokyo Weekend Vol. 3.
To read the full article, click here.

When thinking Fashion Mention the Diesel brand and a few things often come to mind: 90s punk denim, the iconic red logo, shiny fabrics on shiny skin, and even the belted skirts that were popular two years ago. The northern Italian countryside might not rank high on that list of associations, but that’s where Diesel founder Renzo Rosso came from and where the brand’s roots are.

The Diesel store in the heart of Shibuya recently opened an adjacent restaurant, Cucina Diesel Farm, serving authentic cuisine from Italy’s Veneto region and wines from Rosso’s own winery, Diesel Farm. Cucina Diesel Farm offers Diesel fans a new perspective on the birth of the brand, taking guests on a taste journey through the Italian countryside.

Back to Basics

Upon entering Cucina Diesel Farm, visitors are enveloped in a salmon pink cloud. The glossy foam covers every inch of the restaurant’s walls and the artistic open grid ceiling above. The walls are lined with Diesel wine bottles. The tables are covered with classic checkered tablecloths. The rustic style contrasts with the space’s pop art-inspired interiors, and even with the adjacent Diesel store – models wearing clothes from the brand’s shiny new collection can be seen from inside the restaurant.

The restaurant was designed by Diesel creative director Glenn Martens, who is credited with reinvigorating the brand after taking over in 2020. The only restaurant in the world designed by Martens, Cucina Diesel Farm offers guests a glimpse into the brand’s unique worldview through a whole new avenue: food. Yet even for those who know nothing about high fashion, this is a great place to enjoy authentic Italian cooking.

Simple and real

The staff at Cucina Diesel Farm knows that simple, authentic Veneto regional cuisine may not be what some customers expect. “This is not the Italian food you’d find in most restaurants in Japan; the presentation is definitely not the fanciest,” comments the restaurant’s general manager, Yuta Mizukami. “We focus on accurately presenting Veneto cuisine, and we hope that our guests will appreciate the contrast with the restaurant’s ornate interior.”

Cucina Diesel Farm offers simple and heartwarming dishes made from recipes handed down from generation to generation in northern Italy. Specialties include spezzatino, a traditional beef stew that is sour, slow-cooked and melt-in-your-mouth, and bigoli pasta, a Veneto specialty that is uniquely al dente, thick and covered in original tomato sauce. Cucina Diesel Farm also offers fresh juices to refresh your breath between bites.

“Diesel is very much about simplicity,” Mizukami says. “You can enjoy the rural life of Veneto, but also the simple cuisine that’s been shipped straight to Tokyo.”

Diesel Farm Fresh

Another highlight of Cucina Diesel Farm is its wines, which come directly from Diesel Farm in the hills of Marostica in northern Italy. 38-year-old Renzo Rosso bought the land in 1993 and produced the first wine in 1999, committed to making quality wines while protecting the land’s biodiversity. The signature red wine, Rosso di Rosso, has a rich, fruity flavor with a slightly spicy finish, while Bianco di Rosso is a powerful white wine with flavors of pear, peach and candied citrus. Also available is Merlot and Diesel Farm’s signature spumante (sparkling wine).

Cucina Diesel Farm is full of delightful surprises and contrasts: a brand known for its cosmopolitan and sensory appeal offers rustic, homey cooking, with country tables set in a gorgeous pink space. It subverts and exceeds expectations – giving guests an authentic taste of northern Italy in the heart of Shibuya.

For more information about Cucina Diesel Farm, visit diesel.co.jp/ja/cucina-diesel-farm/.

Related articles