By FashioningLife
Credit: Maxime Bessieres
Embodying the brand’s bold identity as well as the nostalgia of its past visual identity, the store is a reflection of Glenn Martens's audacious vision.
Located across the street from Balenciaga and alongside Maison Goyard, Balmain, and Saint Laurent, Diesel opened up the doors to its newest store on 223 Rue Saint-Honoré, also known as Paris’ most luxurious street. Divided between two floors, the store has brought together the brand's touch of individualism, freedom, and irreverence to the 1st Arrondissement.
Inspired by Diesel’s vintage advertisements, and billboards from times gone by, which could be seen along American highways such as Route 66. The first room, covered with riveted raw steel panels and broken-down billboard ads, serves as an immersive display for the 1DR bags, as well as the stores new capsule collection. Then comes the Red Room. A monochromatic - highly Instagrammable - room made entirely out of Red Diesel lacquered walls, dedicated to denim, an emblematic part of the Italian brand. An assorted flight of stairs and elevators lead upstairs, to a room covered with textural popcorn stucco walls and exposed ceilings, in which can be found men’s and women’s RTW.
Credit: Maxime Bessieres
The stores' exclusive collection is composed of a Track Denim hoodie with matching pants, a tank top and tank dress, denim cuissard boots, and a new version of the iconic 1D bag. Characterised by a new solarized denim motif playing with sun-bleached fades and refracted metal foil prints, this collection establishes itself in line with Glenn Martens's innovative vision.
This new store Rue Saint Honoré settles the brand as a fundamental part of the luxury industry, thanks to its new presence on the street, as well as its desire to acknowledge its roots whilst heading towards a bright future.
Comments