Diesel FIVE on FIVE Music Night

The Diesel Planet lands on Fifth Avenue

February 18, 2009, 07:31 PM

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Diesel is pleased to announce the opening of a new Planet located at 685 Fifth Avenue on the corner of 54th Street in New York City, the largest in the world.

The new addition to the Diesel family will show its signature logo, for the first time, three stories high, on the side of the exterior façade. Three layers of hand-cut black steel with cast glass will intertwine to form the logo. Diesel will change the 'face" of Fifth Avenue by using high tech special effects to bring the brand to life day and night.

This 20,000 square-foot Planet will feature three selling floors showcasing Diesel and Diesel Black Gold collections. The brand pulses its DNA throughout by offering denim on every floor. Growth categories such as bags, footwear, intimates, leather goods, jewelry, timeframes, shades and fragrances will also be featured within. This will be Diesel's 4th flagship in the US, 7th door in New York City and 4th Diesel Planet worldwide including Milan, Tokyo and Hong Kong.

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.

Diesel will also offer many services including same day alterations with tailoring done on-site; messenger service; store-wide Wi-Fi; e-commerce portals where customers can shop Diesel and have product shipped for free to the 5th Avenue store; a multilingual staff and VIP services. There's even a program for the "Power Shopper" where clientele can recharge their mobile phones; pick up an umbrella or rain poncho or grab a jumbo shopping bag to place all of their other daily purchases inside.

"It's the dream of each brand to open such an amazing store on Fifth Avenue! It represents one of the greatest goals for Diesel, the accomplishment of a 30-year dream as well as the beginning of a new adventure; this street is the most important shopping window of the world that gets me excited every time I come to New York" says Renzo Rosso, president of Diesel.

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.

Diesel currently operates 40 stores in the US with an additional five-to-eight doors planned for 2009. Globally the brand is sold at more than 5000 points of sale, including more than 400 Diesel owned doors in more than 80 countries worldwide.

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