Photo Courtesy of Ron Knoth

Diesel just opened a flagship store on Fifth Avenue that’s an eye-catcher. Especially the window display.

The window doesn’t have anything in it you’d expect to see: no jeans, no wristwatches, no Diesel merchandize whatsoever.

Instead, it looks like you’re peering into an elegant Upper East side apartment. You see a table and chairs, a lamp, some paintings on the wall.

Everything seems normal, except there’s a hole in the ceiling, a pile of rubble on the floor, and a giant bronze head of a Mohican lying in the debris. The head, apparently, has crashed through the floor from the apartment above.

What’s this have to do with Diesel? Plenty.

The Mohican head is Diesel’s logo. It’s as if the edgy Diesel brand has smashed its way into New York society, and must be dealt with.

The surreal tableau thrusts passersby into the middle of a mystery, and teaches us all a lesson: Want to add intrigue to your windows? Ditch the literal and try the symbolic.

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