Looks like Diesel’s scheduled reopening on Sunday was delayed and the denim company will be ready later this week for its permanent spot next to Calvin Klein in the West Wing.

Its temporary location, next to the newly opened Adidas Originals, will immediately become 55DSL, a Diesel sportswear brand.

According to its brochure, “55DSL’s Fall/Winter 08/09 (collection) resounds the twisted noise of 80s hi-fidelity stereo mixed with high quality audio cassette graphics.”

Its motto is “Live at least 55 seconds per day.” (Not sure what they suggest you do for the other 86,345 seconds.)

A grand opening party on Nov. 6 at 55DSL will feature a DJ, artists, refreshments and giveaways.

55DSL will last three months at South Coast Plaza as a “pop-up store” to test the market. 55DSL’s permanent stores are in New York (pictured); Milan, Italy; London; Dubai, United Arab Emirates; and Asia.

For more on 55DSL, click HERE for its Web site.

Photo from 55DSL Web site

More from the South Coast Plaza blog:

• Charlie Palmer’s charity menu
• Diamond makeovers by Bailey Banks & Biddle
• Restaurant review: Z’Tejas
• Hundreds turn out for Macy’s 150th
• Rolex workers’ languages include Arabic, Polish, Akha
• 96-foot-tall Christmas tree arrives
• Bloomingdale’s takes on the Palin look
• Adidas Originals opening first O.C. store today
• St. John’s casual SoCa label debuts

For more on South Coast Plaza, see list of links on right-hand side of this blog.

Posted in: Uncategorized • Openings • West Wing |

You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.