Cherryflava

Instead of a big fancy party to celebrate the opening of their Diesel
Planet store on 54th street and Fifth Avenue, Diesel, the Italian jeans
brand, is hosting a series of dinner parties in their Fifth Avenue
window which is dressed like a real New York apartment. Last night
players from the New York Giants sat down for a meal. Monday night was
club kid night and Diesel hosted Richie Rich and Kenny Kenny.

Diesel is offering several one-of-a-kind features in their new outpost. Customers will have the option of customizing the inside waistband of denim purchases with their name, or initials, using a never before offered service that uses laser-etching technology. Additionally, customers can step up to a number of magic mirrors located within the denim areas. When a customer looks into the full-length mirror, a snapshot is taken so one can check out their backside while looking into the mirror from front-on.

Designed by Diesel’s internal team, the newest Planet features four materials throughout the entire structure: raw vintage wood, black steel, cast glass and hints of bronze. The design concept is a building within a building where customers walk through the front door to be greeted by exposed stonework mimicking another façade wall. Fifth Avenue shoppers will get a peek inside the body of the Diesel Planet through a window that rises beyond the first floor all the way up to the third.

The stark contrast in textures embraces an ‘opposites attract mentality,’ combining different items working together harmoniously such as raw industrial drop lighting combined with hand carved inlayed wooden floors. Always playful, this new face Diesel can accommodate pop up DJ booths on every floor. [thanks Karli]