Now (Almost) Open: Diesel's New Midtown “Planet”

In and amongst all of the fashion shows and presentations and boutique openings of Fashion Week, Diesel is planning to conquer Fifth Ave by opening their flagship store on Tuesday. It's due to be a doozy: three stories of merchandise, including their Black Gold lines and intimates; amazing services like on-site tailoring, laser customizastion of jean waistbands, free wifi, a messenger, magic mirrors in the dressing rooms which take a picture of your bum for inspection, and a multi-lingual staff; and a load of architectural detail like exposed stonework and a sea of steel and glass.

Of course denim is still the shimmering jewel in Diesel's crown, and so expect all sorts of styles in denim to be featured on all three floors of the behemoth. The music and environment also features heavily in the plan, and we'll let the press release explain the atmosphere they've conceived the encourage shopping through them:

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.

Because this will be the largest Diesel store in the world, expect the space to be full of gawking tourists and partiers for the first few days; the rest of the city can casually check it out when the hype dies down after Fashion Week.

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