Opening ceremony: Store installation comes to life

New York – Live window displays on Fifth Avenue have been capturing the attention of passers-by. Rather than host an opening party with the usual celebrities, glitz and glamour, the new Diesel flagship recently celebrated its launch by offering jaded consumers some entertainment instead.

‘Five on Fifth’, the inspired marketing campaign, livened up the store’s windows by hosting a series of themed dinner parties for all to see. One installation involved a group of famous folk from the city, whilst another, a sports night, featured players from the New York Giants. By throwing open what would normally have been a behind-closed-doors event to the public, Diesel turned voyeur into va-va-voom.