When Glenn Martens first presented the 1DR bag as part of Diesel’s S/S 22 collection, the compact design became an instant classic. With no shortage of celebrity endorsement from the likes of Kylie Jenner, Megan The Stallion and Miley Cyrus, it's become impossible to scroll through social media without seeing the bold 'D' logo clutched on someone's arm. It should come as no surprise then that Diesel would be dedicating a shop entirely to the cult-favourite design.
Located in San Babila, Milan (a stone's throw away from the Diesel Flagship store), the Italian denim giant has unveiled a year-long pop-up devoted to the 1DR bag. More than your average retail store, the space promises to be an immersive experience complete with multi-sensory art. The cube-shaped space is covered entirely in 3-D metallic silver material, creating a tactile and futuristic space. With crinkled textural walls that give the appearance it's been punched in (an apt nod to the iconic Only The Brave fist-shaped perfume bottle), crystal resin accents and illuminating light fixtures are unlike any shop on the iconic Milanese retail destination.
Of course, the star of the store is the 1DR bag in a wide array of metallic colours, sizes, and shapes that are placed on silver podiums and shelves. Along with the classic range, to celebrate the one-of-a-kind pop-up there will be 30 limited edition styles available exclusively at the San Babila store. Taking an upcycled approach, this artisanal capsule includes new colour combinations which have been air brushed, chipped, and burned. Consider them the crown jewels of any 1DR collection.
Reference : https://showstudio.com/news/diesel-unveils-store-dedicated-to-the-1dr-bag#:~:text=Located%20in%20San%20Babila%2C%20Milan,complete%20with%20multi%2Dsensory%20art
Comments