Diesel signed a 10-year lease for 625 Madison Avenue, right behind FAO Schwarz, late last year.
It’s neighbors include Fratelli Rosetti, Stuart Weitzman and Philipp Plein, according to local reports.
It simultaneously closed its Fifth Avenue store.
The concept store is the first of 120 Diesel outlets worldwide that will follow the same open concept design known as “The Apartment.” Diesel artistic director Nicola Formichetti and interior design firm WonderWall, crafted the look. It’s supposed to feel like a home.
Making the Scene: Diesel Madison Opening Renzo Rosso, Nicola Formichetti, Ladyfag, Travi$ Scott, Adrien Brody, Joe Jonas, Naomi Campbell, Charli Xcx, Makonnen, Wale, Karrueche Tran, Virgil Abloh, Coco Rocha, Carlotta Kohl, Atlanta De Cadenet Taylor, Lara Lieto, Hannah Bronfman, Ophelie Guillermand, Mia Moretti, Adam Selman, Mariano Di Vaio, Cleo Wade, Chiara Ferrangi, Richie Shazam, Julia Fox, Barbara Palvin, Chiara Ferragni, Masamichi Katayama, Mina Cvetkovic, Boychild, Alicia Rountree, Brian Newman, Caroline Vreeland, Kenya Kinski-Jones, Casey Spooner, Gigi Burris, Hari Nef, Jefferson Hack, June Ambrose, Sara Cummings, Sita Abellan, Phil Winser, Rianne Ten Haken, Tasya Van Ree, Chloe Norgaard, Calli Beckerman, Sam Beckerman, Amirah Kassem, Shaun Ross, Eniko Mihalik, Heron Preston, Brendan Fallis, Jillian Mercado, Fiona Byrne, Caroline Brasch Nielsen
The brand held off celebrating the opening until Fashion Week, according to Formichett.
“New York [Fashion Week] is the week that everyone comes from around the world. And also nobody is as fashion-obsessed as New Yorkers during Fashion Week. The people here know how to dress up and they know how to party,” he told Vogue.com.
He got that right. Making the scene were high-profile models Coco Rocha, Eniko Malhalik and Naomi Campbell, UK singer Charli XCX, and up-and-comers like Kenya Kinski-Jones and Alicia Rountree. (See Sidebar)
The party was supposed to wrap at midnight, but went on until well after 2 am. at a rented mansion a few blocks away.
Featured musicians included Lady Gaga sidekick Brian Newman and his jazz band, Mia Moretti and Margot and Jonas. Travis Scott anchored the evening.
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|Diesel’s Fashion Forward Store Opening (Click Photos to Enlarge!)|