Directory

Retail Directory 2009 

Diesel

New York

Rome wasn’t built in a day and neither was the newest Diesel Planet store, even with 300 workers at it seven days a week, nearly 24 hours a day. But 14 months after groundbreaking, the largest Planet store yet has opened on New York’s Fifth Avenue. Occupying the same site as Gucci’s former flagship, Diesel’s internal design team reworked the space to create a building within a building: customers walk through the front door to face another façade and door leading inside. The three-level, 20,000-sq-ft emporium is cloaked in raw vintage wood, black steel, cast glass and bronze elements. Artisans were flown in from Italy to perfect the intricate details, including the massive embossed, hand-cut black steel with cast glass logo—a Mohican head—on the store’s exterior. Inside, cushy Chesterfields, wooden forklift pallets, faux vintage massage parlour signs, raw industrial drop lighting and hand carved inlayed wooden floors create a sultry atmosphere straight out of a Wong Kar-wai flick. The sole window display gives passersby a glimpse into the mockup dining room that will host Diesel’s “Five on Fifth” series, where New York personalities sit down for a very public meal.

685 Fifth Avenue
New York

www.diesel.com

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