Italian brand Diesel has opened a dedicated store for its 1DR bag in Milan, next to the Diesel flagship store in the San Babila district.
The store, which will be open for a year, is designed as a multi-sensory art concept that showcases the bag in an artistic way, reminiscent of a contemporary museum rather than a traditional retail outlet.
The 560-square-foot space is completely swathed in a silver fabric interior to showcase the silver 3D metallic world of 1DR, further enhanced by tactile crystal resin accents on the floor and hanging light boxes that accentuate the reflective radiance.
Distinguished by the silver Oval D logo, the 1DR bag collection sits on silver pedestals and was unveiled by Glenn Martens, the brand’s Creative Director, in spring 2022.
The store showcases the 1DR collection, which has been expanded to include a palette of distinctive metallic colors and different shapes, such as the 1DR Mini. There are also 30 limited-edition, custom upcycled bags designed by Martens and his design team in a range of new colourways including neon yellow and rose, gold and peach, lime green and copper, ombre orange, yellow and mauve, exclusive to the store will be available.
Diesel added that the company will shine a spotlight on the 1DR world with dedicated, local stores around the world. This includes a special project in August in collaboration with Chinese graffiti artist Roy Xuanrong Chen, who will be customizing a selection of 1DR bags to celebrate the opening of Diesel’s first store in Guangzhou.
This translated and edited post previously appeared on FashionUnited.uk.