Diesel Planet lands on Fifth Avenue

March 6, 5:32 PMNY Fashion ExaminerRuby Charles

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Diesel Planet store
Courtesy of Diesel

There is a new brand on the Fifth Avenue stretch snagging that most coveted street address and it is grand in both space and in intentions.

It is not just a Diesel store, it is Diesel Planet - one of four Diesel Planets in the world - and you will understand why when you get a run down of  all the amenities and services for Fifth Avenue shoppers.

The mega denim palace offers customers:
 

• the option of customizing the inside waistband of denim purchases with their name, or initials, using a never before offered service that uses laser-etching technology;
   
• an opportunity to step up to a number of magic mirrors located within the denim areas. When a customer looks into the full-length mirror, a snapshot is taken so one can check out their backside while looking into the mirror from front-on;
   
• day alterations with tailoring done on-site;
   
• messenger service;
   
• store-wide Wi-Fi;

Diesel Planet store
Courtesy of Diesel

• e-commerce portals where customers can shop www.diesel.com and have product shipped for free to the 5th Avenue store;
   
• a multilingual staff and VIP services; and
   
• programs 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 other daily purchases inside..

...Looks like it will pay to be a Diesel customer.

Diesel Planet is designed to change the face of Fifth Avenue with high tech special effects during the day and night infusing Fifth Avenue with the brand's ambitious presence. The concept for the store is a building within a building. Upon entering the store, exposed stonework mimicks another façade storefront with a window that rises beyond the first floor up to the top floor. The experience is intended to be a fun and playful experience with DJ booths on every floor and designs of cast glass, black steel, and raw vintage wood with hints of bronze . The über store is very Diesel in concept and experience.
 

Diesel Planet store
Courtesy of Diesel

Both the Diesel and Diesel Black Gold brands are sold as well as all Diesel goods including bags, footwear, jewelry, shades and fragrances.

Diesel Planet New York is the fourth Planet store in the world. Other Diesel Planet stores are located in Milan, Tokyo and Hong Kong. The Diesel structure promises an adventureful experience so stop in when you are in Midtown; you might be able to find some Diesel denim there as well.

Diesel Planet, 685 Fifth Avenue at 54th Street.

Have you seen the Diesel Black Gold fall 2009 collection? No? Get a preview here.