Diesel celebrated the opening of its new flagship store by blocking off traffic on Melrose Place and setting up a tented garden party.
Invitations to the May 30 garden party featured elaborate calligraphy overwritten with phrases like “Let’s Crash it,” and what looked like a handwritten “BBQ” scribble in lieu of a crossed-out mention of hors d'oeuvres. Indeed, guests found an elaborate barbecue spread that included hot dogs, kebabs, and ribs served up by a crew of servers in white jeans and faux tuxedo T-shirts.
But it wasn’t all casual wear and down-home cooking, as the interior of the store offered a swanky setting with greeters dressed in white vintage tuxedos passing out white corsages, boutonnieres, and champagne. A quartet of similarly attired musicians entertained attendees as they perused the new store, playing classic rock songs for a quirky marriage of edginess and sophistication.
The Misshapes and Hot Hot Heat also entertained guests, performing sets onstage inside the tent. While the 16th-century baroque furniture within the tent didn’t exactly scream rock 'n' roll, guests were encouraged to engage in rock-star-like behavior by jumping up and down on Victorian beds stationed in front of the stage or taking their turn on a golden mechanical bull.
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