Welcome to 1DR Land. Diesel is excited to reveal its first store devoted to the 1DR bag in Milan. The space is adjacent to the Diesel Flagship store in San Babila and is set to remain open for one year. Envisioned as an immersive environment, it is designed to be experienced as a multisensory art concept rather than a traditional retail store.
Guests enter the 52-square-meter cube-shaped space on the ground floor and are completely enveloped a 3-D metallic silver world of 1DR. The walls, floor and ceiling are covered in textural crushed silver fabric that frame the Pop metallic box with a powerful and vivid energy. The tactile and visual brilliance is enhanced by crystal resin accents sprinkled throughout the floor treatment and suspended light boxes that amplify the reflective glow.
Silver podiums wrapped in material reminiscent of mylar balloons display the 1DR bag collection, defined by its silver Oval D hardware and first introduced by Creative Director Glenn Martens in Spring 2022. The range has expanded to include a palette of signature metallic colors and multiple shapes, such as the 1DR Mini, many of which are made using responsible and lower impact materials.
A limited edition of 30 1DR bags – each different from one another – will be exclusively available at the San Babila store. Designed by Creative Director Glenn Martens and Diesel design team, the 1DR bags appear in a range of new color combinations — neon yellow and rose, gold and peach, lime green and copper, ombre orange, yellow and mauve — have been reimagined in soft air brush, stencil, chipped and burned paint techniques, transforming the existing stock into a limited-edition, upcycled collection recalling the same approach of the Artisanal capsule which is presented in every runway show of the brand.
To continue the momentum and emphasize the importance of the 1DR world, Diesel will open additional dedicated, site-specific stores globally. Beginning August, Diesel will launch a special project in collaboration with China local graffiti artist Roy Xuanrong Chen, who will customize a selection of 1DR bags to celebrate the opening of Diesel’s first store in Guangzhou.
ABOUT DIESEL
Diesel is an innovative international lifestyle company, founded by Renzo Rosso in 1978. Rooted in denim mastery and evolved into being a leader in premium fashion, Diesel is now a true alternative to the established luxury market.
The brand’s collections include apparel, accessories and a wide range of lifestyle collaborations: from fragrances, watches and jewelry to interior design and real estate projects with Diesel Living.
Discovering, supporting, and fostering creativity is part of Diesel DNA and of its parenting company OTB, the international fashion and luxury group powering a variety of global iconic brands and companies.
