By  on October 10, 2008

MOLVENA, Italy — Renzo Rosso doesn’t like to do things small scale. Proving the point: Rosso plans to celebrate the 30th anniversary of his Diesel brand by organizing 17 parties in eight time zones — from Tokyo to New York via the likes of Dubai, Zurich, Munich and Oslo — all on Saturday night.

Diesel challenged its operations in each city to create a unique concept, from the giant “Rock ’n’ Roll Circus” à la Mick Jagger in New York, where Rosso will be and which will feature concerts by the likes of N.E.R.D., M.I.A. and Hot Chip, to an “entertainment spaceship” crash landing on Tokyo. And the parties will reach far beyond the 40,000 people expected to attend: They’ll also be shown live on the company’s Web site.

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