The company has launched a new flagship site in Paris and the 585sq m space is located in the heart of the prestigious rue Saint-Honoré.
Diesel’s other Parisian store is historically located rue Etienne Marcel, in the 1st arrondissement. This brings the number of its points of sale in France to seven, while its global network has reached 400 stores, not counting future openings and renovation projects.
The original and high-impact layout of this new flagship, deployed on two levels, was imagined by Glenn Martens, the brand’s creative director since 2020, by restoring the experimental approach that characterises his creations. It comes in two main materials, metal and mirrors.
“The walls are covered with riveted steel panels, as if they had been broken down, reused and inverted,” details the brand. Inspired by American roads, including the legendary Route 66, the store is lined with industrial metal billboards, covered with pieces of posters superimposed and assembled like a puzzle, reminiscent of historic Diesel advertisements.
