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Friday, February 20, 2009

Five on Fifth – Welcome to Diesel Planet

Today marks the finale of the week-long series of exclusive dinners showcased within the new Diesel Planet store on 5th Avenue. The campaign coincides with fashion week and celebrates their largest store to date – a 20,000 square foot, three story shoppers oasis. True to their mission to “change the face of Fifth Avenue,” Diesel Planet exemplifies the evolution of the consumer experience. In addition to on-site tailoring, and “magic mirrors,” the mega store offers cell recharging stations, store-wide WiFi, multilingual staff, DJ’s on every floor – and much more.

According to, Renzo Rossi, the president of the hip apparel enterprise, Diesel Planet is “the accomplishment of a 30-year dream as well as the beginning of a new adventure.” No doubt this campaign is a bold and unusual experiment in marketing. The concept grew from the classic tradition of NYC window shopping. The store front window is dressed as a Diesel-esque Manhattan apartment by day (complete with radio, brick wall, fire escape and a massive mohawk bust that appears to have plummeted through the ceiling), transforming into a cozy dining area by night where on-lookers from the street can view those in the know partaking in a casual dinner and conversation.

Tuesday Night Five on Fifth with NY Giants Danny Clark, James Butler and Justin Tuck:

Each dinner featured six guests who embody the essence of the hipper side of New York. Visual Culture cordially accepted an invitation to Tuesday night’s event – an evening with the NY Giants (Danny Clark, James Butler and Justin Tuck for all you football enthusiasts). The space was quite striking: The exterior covered in cast glass with their signature logo – the image of a Mohican – hand-cut into black steel. The interior is filled with refurbished vintage wood, hand crafted accents, vintage furniture, and of course, Diesel’s staggeringly chic merchandise. The theme of the Five on Five feast is cleverly carried throughout the store with a variety of accessories being displayed on plates and flatware.

Tonight’s soirée is sure to be an absolute blow-out. The ‘IT Girls’ of NYC will usher in the climax of the Five on Five series. The new Diesel Planet store is located on the corner of 54th & 5th – dinner starts fashionably late, some time after 8pm.

To see more images of the Diesel Planet Store see below:

posted by Oberholtzer Creative Staff at 3:20 pm  


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