For a different approach to a store opening on Fifth Avenue, NY, look to Diesel.
Titled "Five on Fifth", this guerrilla marketing campaign allows the consumer on the street to witness real life installations in their store windows.
Intimate dinner parties that would normally be held behind closed doors were staged in the windows featuring famous New Yorkers.
Each night was a different theme to appeal to a range of consumers including a club night featuring key dj's, a sports night with players from the New York Giants and a Fashion night featuring Ford Models. Street teams also gave out freebies in key spots alongside the window displays in an attempt to catch the press.
Excellent party planning Diesel, it's nice to see something 'different'.