Diesel Facade - 5th AvenueDiesel is hoping that tourists will flock to the new denim emporium. Joining the ranks of Milan, Hong Kong, & Japan - the store is the fourth Planet concept store. The store is jam packed with all lines offered by the Italian fashion company spanning three floors and 20.000 square feet. Extra features like an on-site tailor, messenger service, and wi-fi throughout the store are meant to elevate an ordinary jean shopping experience. There are also some fun features like laser etching offered to customize jeans and magic mirrors so you can see yourself coming and going. E-Commerce portals throughout the store also make finding any product ever made by Diesel that much easier. 
The company logo - the Mohican head -is etched in layers of hand-cut black steel that rises three stories above 5th avenue. The first display windows features a recreation of a new york apartment that has a Mohican head that has crashed "through the ceiling" - the store opening in reality was slightly less dramatic.
My sources tell me that Diesel signed an insanely expensive deal with Gucci to rent the space and incurred all renovation expenses - remember this lease was signed long before the economy went south. Here's hoping that the profit margin on each pair of jeans is HUGE! Head up to Diesel if you are thinking of buying a new pair of jeans - if you have an urge to rent "last of the Mohican's" after - you'll know why.