SHORT ORDER: Those hankering for an American eatery during Paris Men’s Fashion Week can have their dream turn to reality Friday, due to Billionaire Boys Club’s first pop-up diner, nestled in Dover Street Market’s 3537 cultural center.

There, the brand has conceived a retro diner, replete with red vinyl seats, a black-and-white checked floor, indoor/outdoor seating, plus and a menu including baked goods, similar to whoopee pie and homemade pop tarts, plus hotdogs and low. (American caterers were brought in for the fare.) The sign atop a glowing wall clock reads: Satellite Diner — eat in, take out. Even the woodgrain here feels authentic.

“The brand’s roots are from this mid-century inspiration, with Googie architecture and Americana, but through a Japanese vision when Pharrell [Williams] wanted Nigo to initiate the brand, so there’s all the time been this ‘good old days’ America with the vision, the graphics and stuff that we reference,” explained Ross Westland, creative director of BBC and Icecream Europe.

“So now could be just an ideal time with our twentieth anniversary having the ability to rejoice the roots of the brand, but in a more contemporary way,” he continued, adding BBC generally has a showroom in Paris, but this time the thought was to supply something more experiential. The showroom shall be right round the corner.

Last June, Westland was in a diner in Washington, D.C., working on one other project, and thought it will be cool to bring that vibe to Europe.

For the Paris diner, he referenced a lot of artists within the graphics, similar to Claes Oldenburg, who once created an exhibition called “The Store.” Nodding to that, Westland conceived accessories that appear like food, similar to leather key pouches resembling ice cream sandwiches.

Those are sold within the “gift shop” area, alongside other exclusive merch for the event, similar to baseball caps and traditional diner waiters’ shirts.

BBC, which helped shape the streetwear market into what it’s today, stays a number one force within the sector. It’s been busy. BBC Europe, as an illustration, just launched its first kidswear line.

“There’s an enormous collaboration this yr with Moncler that releases in August,” revealed Westland, adding the campaign for it was shot in Paris this past Monday. “It’s a full collection.”

That shall be sold through Moncler, BBC’s flagship stores and e-tail platform, plus another partners, including Selfridges and Ssense.

Last yr, BBC signed a Hong Kong-based partner, and subsequently there have been a lot of pop-ups in Asia. A recent store, designed by Snarkitecture, opened in Miami last fall and is setting the tone for the way BBC’s retail will look, especially within the U.S.

“We definitely have the desire to make more of a mark in continental Europe,” said Westland, explaining that can entail opening more owned stores — possibly evening comprising diners.

BBC’s Paris diner opens to the general public Friday and serves between 9 a.m. and 6 p.m. Its showroom kicks off Sunday. They each run through June 30.