Diesel's Five on Fifth: the Rabbit Hole You've Always Wanted
But its gaze-gathering talents aren't strictly 'net-based. To draw mass appeal to the grand opening of its Five on Fifth (Ave.) location, the label balked at the notion of a one-night celebu-fete. Too bland. Not exclusive enough. Instead, it threw together a hodgepodge of quirky personages -- think Mad Hatter's tea party for grownups -- and held multiple dinner parties at its storefront window.
According to Oberholtzer Creative, each dinner included six guests that "embody the essence of the hipper side of New York": one night the It Girls, another night the New York Giants. The parties were cast in ordinary living-room settings with a few twists. (Photos and descriptions here and here.)
Unwitting outsiders were invited to gawk at heart's content. No worries to soiree-exempt New Yorkers, though; the retail experience at Five on Fifth is supposed to be just as memorable: think wifi, recharging stations, multilingual staff, multilevel floors and DJs on the spin. Every. Fucking. Day.
I salivate to think about it, and I haven't worn anything Diesel since the Evelyns went scarce.