The huge new Diesel flagship on Fifth and 54th Street opened today. Can we interest you in "over 700 different denim styles," all at totally exorbitant prices? Too bad. Anyway, if you happen to pass by the location and you're wondering why on earth there are real, live human beings chewing on tuna in the store window, rest assured it's intentional. The company asked various "New York personalities" to eat a "full, real dinner" inside of the main window every night through Friday. Richie Rich, Lady Bunny, Patrick McDonald and Kenny Kenny were there last night; future guests include headband-wearing socialite Arden Wohl and socialite/"artist" Hope Atherton. "It's a rare chance to get to watch socialites eat," Racked writes. Indeed! [Racked]

Whoopi Goldberg served as emcee at the National Board of Review's annual awards ceremony at Cipriani 42nd Street on Wednesday night. Attendees at the Bulgari-sponsored event included Alec Baldwin, Meryl Streep, Naomi Watts and Liev Schreiber (left), Clint and Dina Eastwood, Ed Norton, Philip Seymour Hoffman, Salma Hayek, Anne Hathaway, Julian Schnabel, Diane Lane and Josh Brolin, Sir Howard Stringer, John Patrick Shanley, Eva Amurri, Tim Robbins, Joy and Regis Philbin, Meredith Vieira, Heather Graham, Amy Adams, Debbie Bancroft, Veronica Webb, Bethenny Frankel, CNN's Alina Cho, Slumdog Millionaire star Dev Patel, director Danny Boyle, along with a smattering of Bulgaris, including Ilaria, Veronica, Nicola, Natalia, and Beatrice. [PMc, Wireimage, The Daily]

Kenny Kenny