Dining in Public at the Diesel store

The Diesel empire reached another milestone on Tuesday morning with the opening here of the fourth Diesel Planet store, its largest outpost in the world on 5th Avenue in the Big Apple!  Shoppers and passer-bys won’t be able to miss this new retail landmark.I was most impressed with the extensive denim collection, which offers over 700 different washes and styles.  You can even customize the inside waistband with your name or initials with laser-etching technology – Beat that! The highlight of the week-long celebration is the exclusive Diesel Dinner Series, which takes place in the west-facing window that looks out onto 5th Avenue.  By day, this window will be dressed as an NYC apartment with the classic works – steam radiator, brick wall and fire escape, etc.; by night, it transforms into a dining room complete with REAL LIVE diners. Each dinner will feature individuals who epitomize the City by bringing New York into the Diesel Planet. Diners are undoubtedly fan favorites; expect to see several of your beloved NY Giants, Danny Clark, James Butler and Justin Tuck, wining and dining in the window apartment.  In the following evenings, Diesel will host guests ranging from models to socials, including Arden Wohl and Hope Atherton.