For the launch of Diesel's new flagship in Yorkville, the clothing brand invited more than 250 guests to a media cocktail reception at the 7,700-square-foot store Tuesday. Organizers had initially intended to limit the party to 100 guests, said Diesel's Christina Krcevinac, but ultimately expanded the list to include additional "friends and sponsors." Diesel turned to Spinradius Inc. to plan the party.
The company adopted a black-and-white theme for the event in an effort to play up its current advertising campaign, Krcevinac said. "Diesel really likes opposites. And black-and-white ties in with the theme [of the ad campaign] this season," she said. Scott Koch, president of Spinradius, noted that his team chose simple decor elements, like small black vases with calla lilies, in an effort to coordinate with the interior design of the store, the brand's first in Toronto. "Basically, we're trying to mimic the store and give it a contemporary edge," he said.
In an interview, Diesel Canada president Joey Adler said she wanted the boutique, filled with furnishings and light fixtures flown in from Italy, to be the focus. "I think the key to this evening is about the store itself. We really wanted people to be able to experience the beauty of the store," she said. "We have a lot of elements here which are very, very interesting—the mixture of metal, and glass, and wood, and some really incredible vintage pieces and vintage reproductions. This is really a special store. Anyone who appreciates really beautiful design I think could appreciate this store."
Outside the boutique, Koch and his team transformed the sidewalk into an outdoor lounge area complete with a black carpet bearing the Diesel logo, black leather furniture from Furnishings by Corey, and tall glass vases filled with green orchids from Events in Bloom. Staff from Nespresso offered cappuccinos and lattes to guests on the patio, and Montreal DJ Yo-C's music blasted out onto the street.
Atelier Thuet Catering, owned by chef Marc Thuet (of Atelier Thuet and Conviction), catered the event. Servers passed hors d'oeurves such as Boston-style crab cakes with lemon aioli and steak tartare on a potato gaufrette. French crepes filled with honey, chocolate, Nutella, cinnamon, or assorted fruits were offered at a dessert station. Bartenders at a black-and-white bar offered Skyy Vodka cocktails with names like Lime and Shine and Ruby Red as well as bottles of Fiji Water to guests.
