Diesel brings its spirit of bold identity, individualism, freedom and irreverence to historic Rue Saint-Honoré, joining the most prestigious fashion and luxury houses in one of the most famous shopping destinations in the world. Located at 223, Rue Saint-Honoré, the space represents the highest expression of the brand’s fashion and design attitude under the Creative Direction of Glenn Martens, whose audacious vision has reinvigorated Diesel for a new generation.

© Maxime Bessieres

Defined by the iconic, graphic application of Diesel red and industrial metal billboards, the store represents the most expansive and powerful interpretation of the recently launched retail design concept connecting Diesel’s global store fleet.

The store’s decorative anchor is inspired by billboards celebrating vintage Diesel advertisements, like those that ran along fabled American highways like Route 66. To bring the raw spirit of the road inside, the walls are covered in riveted raw steel panels, as if billboards had been broken down, repurposed and reversed. The 1DR bags and capsules are displayed an immersive, Instagrammable room, where peel-off billboard walls give a haunting, multilayered aura of nostalgia and newness. The treatment echoes Glenn’s signature artisanal design motif that has recurred on his runways.

The Red Room, a bold monochromatic chamber surrounded by lacquered walls in all-over Diesel red, is devoted to the denim collection, the beating heart of the brand. A red staircase and elevator bank lead upstairs, where the mood changes. Textural popcorn stucco walls and exposed ceilings with suspended light boxes and windows with horizontal blinds (or louvers) evoke a minimalistic studio space for men’s and women’s ready-to-wear, shoes and bags.

The Paris Rue Saint-Honoré Diesel store is a special destination, an opportunity to surprise and engage clients with Diesel’s most potent visual language. A capsule collection of solarized denim will be available exclusively at the store. Defined by a sun-bleached fade and refracted metal foil print, the capsule consists of a Track Denim hoodie and matching denim pants, a T-shirt, tank and tank dress with the Oval D emblem on the chest, solarized denim cuissard boots and a new version of the 1-DR bag.

© Maxime Bessieres