Diesel will unleash the biggest international party the world has ever seen on Saturday, October 11, 2008. Diesel xXx (titled triple x) will explode with a worldwide spectacular party taking place in 17 cities around the globe beginning in Tokyo. The party will successively move to Beijing, Dubai, Athens, Amsterdam, Milan, Zurich, Munich, Paris, Stockholm, Copenhagen, Barcelona, Oslo, Helsinki, London and Sao Paulo.. The grand finale will take place in New York City with a never before seen “Rock and Roll Circus” themed party for 5,000 of Diesel’s closest friends and coolest trendsetters. The legendary event will take place on Pier 3 at the Brooklyn waterfront overlooking the Manhattan skyline.
Inspired by the old European traveling circuses of yesteryear, the Diesel xXx “Rock and Roll Circus” will create one of the most memorable parties that New York has ever seen. With a visually stimulating and decadent theme, Diesel will present the show of a lifetime with theatrical circus elements including cabaret, fire eaters, trapeze artists, sword swallowing, female roller derby squads amongst other fantastical acts of wonderment- old world European carnival injected with a post-modern American twist!
The evening will also feature never been seen before collaborations by several of the biggest names in music reflecting Diesel’s iconic brand values – irreverent, sexy, ironic, cool, high energy, and full of style and flair. Already confirmed are N.E.R.D., M.I.A. and Hot Chip. The evening’s ringmaster is world renowned nightlife impresario Joey Arias. Fusing the “Rock and Roll Circus” concept with the modern rock show, Diesel will immerse guests in a full-on audio and sensory environment. Full talent line-up and special performances will be revealed on September 15th with one surprise performance announced live during Diesel xXx.
The top secret venue has never hosted an event before and will be turned into a park immediately after making Diesel the one and only brand to use the space and is truly something not to be missed.
The entire xXx global frenzy will be broadcast live on Diesel.com. Users will be able to click in real time on any party around the world and see spectacular images, making the xXx event a truly interactive experience.
But the event is just one part of a blazing hot autumn for Diesel. From September 2008 expect Diesel to provoke and amuse its fans with something else very, very Dirty…something people will be talking about for years to come.
And talking of making history, as part of this autumn’s celebrations, Diesel is poised to release a book collection of its iconic advertising. The xXx book is a compendium of all the brand’s remarkable communication campaigns and activities.