Thursday, 19 February 2009

Bigger just got better

Pictures by and Will Femia


Barely weeks after the opening Diesel Planet Milano, the denim giant superseded itself again by officially launching its biggest Planet on the planet in the Big Apple.

Located at the world-famous (and most expensive) Fifth Avenue on the corner of 54th Street, Diesel Planet New York is a 20,000 sq ft behemoth, spreading over 3 stories of Italian-made interior. If that's not eye-catching enough, the exterior wall features Diesel iconic emblem, the Mohawk head in all its hand-cut black steel and cast glass glory.

As with its other three Planets in Milan, Tokyo and Hong Kong, the store will showcase all of the seasons Diesel and Diesel Black Gold collections: a cornucopia apparel, bags, footwear, intimates, leather goods, jewellery, timeframes, shades and fragrances under one roof. Most impressive of all is the denim range, which features over 700 different denim styles and washes on every floor. How's that for choice!




To help choose the ‘one’ amongst the 700 denim styles on offer, customers can employ the assistance of the full-length magic mirrors, where a snapshot of their backside is taken while looking into the mirror from front-on.

And, to make that ‘one’ even more extra special, apart from same day alterations with tailoring done on-site; as an added touch, Diesel customers will have the option of customizing the inside waistband of their denim purchases with their name or initials using a unique laser-etching technology.







The discerning "Power Shopper" can also expect VIP treatment from its multilingual staff, as well as complementary recharging of mobile phones; pick up an umbrella/rain poncho or grab a jumbo shopping bag to place all of their daily purchases inside.

As always the Planet is all about an out-of-this-world shopping experience: the store has messenger service, Wi-Fi and e-commerce portals through out. Plus, to entertain visitors, mini DJ booths will provide lively music mix on every floor.

"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.

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