Diesel is taking its audacious spirit and love for personal expression to the historic rue Saint Honoré in Paris. As one of the most renowned shopping destinations globally, rue Saint Honoré has been home to prestigious fashion and luxury houses. Diesel, with its rebellious streak, now joins this coveted Parisian fashion enclave, offering an environment that marries Diesel’s edgy ethos with Parisian elegance.
Within the heart of Paris’s fashion capital, at 223 rue Saint Honoré, 75001, Diesel introduces a new shopping experience under the creative direction of Glenn Martens. Martens, known for his bold vision, has successfully infused new life into the Diesel brand, making it more relevant to a newer generation.
Characterized by Diesel’s iconic red logo and metallic industrial signboards, this boutique represents the most potent expression of Diesel’s recently launched retail design concept. This concept is aimed at creating a consistent shopping experience across all Diesel stores globally.
The shop’s decoration is anchored on homage signboards that remind one of vintage Diesel advertisements, similar to those that once graced legendary American highways such as Route 66. To bring the raw spirit of the road indoors, the walls are adorned with riveted steel panels that appear deconstructed, repurposed, and inverted.
The 1-DR bags and capsule collections find their place in an immersive room, where peeled-off billboard walls offer a sense of nostalgia but also a touch of novelty. This approach reflects Glenn Martens’s craftmanship, which is evident in his runway shows.
The Red Room, a bold monochrome chamber decorated with Diesel’s red lacquered walls, is dedicated to denim, the brand’s beating heart. A red staircase and elevator lead upstairs, where the ambiance takes a turn. Popcorn stucco textured walls, exposed ceilings with suspended light boxes, and windows with horizontal blinds create a minimalist studio-like space for menswear, womenswear, footwear, and bags.
Diesel’s store on rue Saint Honoré in Paris presents a unique shopping destination designed to surprise and engage customers with Diesel’s most impactful visual language. The store will exclusively feature a capsule collection of solarized denim, defined by sun-bleaching and metallic prints. This collection comprises a matching hoodie and pants, a t-shirt, a tank top and its dress variant with the Oval D emblem on the chest, thigh-high boots, and a new version of the 1-DR bag.
©Photo: Diesel / Maxime Bessieres