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Diesel opens its first store for the 1DR bag in Milan

The space is adjacent to Diesel’s flagship store in San Babila and is expected to remain open for a year.

The store is designed to be experienced as a multi-sensory art concept rather than a traditional retail store. A limited edition of thirty 1DR bags – each different – is available exclusively at the San Babila store.

The almost otherworldly-looking store-all surfaces are covered in shiny silver foil-is the stage for a variety of possibilities for a featured model: for the first time, new color combinations have been reinterpreted using soft airbrush, stencil, chipped and burnt color techniques.