Diesel opens in San Babila, in the heart of Milan, its first store entirely dedicated to the iconic "1DR" bag, the hit of the moment: not a traditional store, but a real sensory experience. A room that has been designed to be experienced as a work of art and that will be open to the public for a year.

The space, which is spread over 52 square meters, has walls, ceiling and floor lined with a metallic fabric with a creased 3D effect: a material that refers to the one used for the bag inspired by the entire lay-out concept. 

"The tactile and visual brilliance is enhanced by crystalline resin accents throughout the floor treatment and suspended light boxes that amplify the reflected light" says the Renzo Rosso group.

Silver-plated platforms will exhibit the new limited edition of 30 Diesel 1DR bags, designed by creative director Glenn Martens, which will present new colors and will be revisited with innovative painting techniques: from yellow and pink to neon to lime green.

Discover the selection of Diesel for men and women on the SHOPenauer online shop.