Paris, a city renowned for its charm and panache, has added yet another jewel to its crown with the grand opening of the Diesel store on the illustrious Rue Saint Honoré.
This invigorating brand, known for its brazen expression and defiance against the status quo, finds a unique home in one of the most coveted fashion addresses worldwide. Under the innovative leadership of Glenn Martens, Diesel is set to invigorate the Parisian fashion scene, beautifully fusing its audacious spirit with the elegance of Rue Saint Honoré.
The essence of self-expression and rebelliousness that Diesel embodies is now nested in the heart of the City of Lights. The brand, with its audacious style and vision, has taken up residence at 223, Rue Saint Honoré 75001 Paris, sharing the street with the most illustrious names in fashion. This new venue is a grand testament to Diesel’s unique fashion perspective, bolstered by the dynamic creative force of Glenn Martens. His revitalized Diesel aesthetic resonates with the taste of the contemporary generation, seamlessly blending the brand’s legacy with forward-thinking design.
The new store showcases a fusion of Diesel’s signature styles with an iconic red logo, making a bold statement on metallic industrial panels. It stands as a monumental testament to Diesel’s fresh global retail design concept, aimed at creating a unified aesthetic across all its stores. The spirit of this concept is all about audacity, assertiveness, and, of course, Diesel’s distinctive edge.
An intriguing decorative feature within this eclectic boutique is the nod to Diesel’s vintage advertising campaigns, reproduced on billboards reminiscent of those seen on America’s legendary Route 66. The rough charm of the road has been brought inside the boutique, with walls adorned with riveted steel panels, exuding an industrial aesthetic that feels both nostalgic and innovative.
The space boasts an immersive room, devoted to showcasing Diesel’s 1-DR bags and capsule collections. This Instagrammable nook adds a dash of nostalgia and novelty with walls decorated with peeled billboards. Such design elements reflect Glenn Martens’s signature craftsmanship, an intricate detail often highlighted in his runway shows.
A dramatic pivot to a bold monochrome setting, the Red Room, is the heart of Diesel’s denim collection. The vibrant Diesel red lacquered walls set a striking contrast to the minimalist upstairs studio, adorned with textured popcorn stucco walls, exposed ceilings with suspended light boxes, and windows fitted with horizontal blinds. This space, meant for men’s and women’s ready-to-wear, shoes, and bags, mirrors a minimalist studio space that soothes the senses after the vivid impression of the Red Room.
What makes the Diesel boutique on Rue Saint Honoré a unique destination is its ability to shock and captivate with Diesel’s bold visual language. Exclusive to this boutique is a capsule collection of solarized denim, offering pieces imbued with a sun wash and metallic print. The collection encompasses a hoodie and matching pants, a t-shirt, a tank top, its dress variant emblazoned with the Oval D emblem on the chest, thigh-high boots, and a fresh version of the 1-DR bag.
Diesel Saint Honoré Paris
223, rue Saint Honoré
75001 Paris
© Photos: Diesel
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