today diesel officially launches a new store concept in what arguably is paris' most trend-obsessed area. behind a stately façade with three huge cast-iron windows, a loft-like 280 sqm. retail space awaits shoppers. designed by diesel's very own team of interior architects. meticulously mixing and matching rich materials with old and reworked elements, they've cooked up a cosy, welcoming interior that's topped off by a rather spectacular expansive glass roof. the new diesel store carries a special selection of men's + women's items from both its diesel and diesel black gold lines, in addition to lingerie and accessories. location: 21 rue ste.-croix de la bretonnerie [marais].