Diesel Planet has landed

The largest Planet store by Diesel located at 685 Fifth Avenue on the corner of 54th Street in NYC has opened its doors. The signature logo of the brand, the Mohican head, is prominently featured on the exterior facade, three stories high. Layers of hand-cut black steel with cast glass will intertwine to form the Diesel symbol changing the ‘face’ of Fifth Avenue.

The new Planet is 20,000 square-feet - 2,000 square meters - over three floors, showcasing all Diesel and Diesel Black Gold collections. The brand pulses its DNA throughout by offering over 700 different denim styles and washes 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 will offer 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 laser-etching technology; a number of magic mirrors located within the denim areas will allow the clientele to trust that all body parts look good.

Other services provided will be tailoring done on-site; messenger service; store-wide Wi-Fi; e-commerce portals where customers can shop diesel.com and have product shipped for free to the 5th Avenue store; wireless cash stations for purchases to avoid long lines, and of course 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 purchases, and with music from pop up DJ booths on the back ground.

“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.

Diesel currently operates 45 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 80 countries worldwide.

Image: Diesel NY planet store