Joining Refinery29 for the third edition of 29Rooms, Aldo reveals an immersive room that celebrates the love of style and individuality, inviting the #AldoCrew to take a bold LOVE WALK down its glowing, re-imagined runway
Aldo, a global leader in fashion footwear and accessories, taps into the “I ❤ …” concept of its Fall 2017 campaign in an artful and imaginative partnership with 29Rooms, Refinery29‘s acclaimed funhouse of style, culture and technology. Taking place during NYFW, the four day event boasts a roster of visionary creatives and partners that converge to support artistic content that stirs conversation, inspiration and positive change. Aldo worked alongside Refinery29 to create LOVE WALK – a room that invites guests to step up to boldly to pursue their passions and lives, celebrate their individuality and personal style.
The 2017 edition of 29Rooms theme, “Turn It Into Art”, celebrates the transformative power of creativity in its ability to shift perception and drive social change. Each room was designed with the ambition to connect visitors to new ideas and means of self-expression. Gathering nearly 20,000 visitors over the past two years, this year’s sold-out event transformed a Williamsburg warehouse into a public festival and social media spectacle from September 8th to September 11th, 2017.
“At 29Rooms we have been able to bring our brand to life in a digital, experiential and artful way,” says Daianara Grullon Amalfitano, Senior Vice President at Aldo. “Now more than ever people want to have experiences that excite and inspire them but also that they can share with their digital community of friends. When Refinery29 approached us, we saw the opportunity to do just that in an authentic and unique way. Our hope is that we give guests of 29Rooms a stimulating, playful and empowering experience and something more organic than traditional advertising. This reflects a fresh direction for our brand and culminates a full 360 of our Fall 2017 “I ❤ …” campaign where we put our consumer’s desires at the heart of what we do.”
Aldo’s curated room artfully and deliberately brings the shoes to life within an interactive, social-driven installation. Inside, guests will take their very own love walk on a glowing, re-imagined runway surrounded by a coiled structure covered in nearly 250 shoes. Each wall features inspirational “I ❤ …” claims – a wink to the brand’s Fall 2017 campaign. A programmed lighting treatment, both on the coils and embedded in the floor, provides the runway with a captivating pulsing light to give sense of forward movement – leading to a giant heart and at the far end.
“As people enter Aldo’s magnetic, pulsating, shoe lined room we want them to come alive as they embark on their LOVE WALK,” said Katie Green, Senior Director of Global Communications for the Aldo Group. “It is a reimagined runway that evokes confidence and passion, inspiring everyone to live their boldest, fiercest life. We want each guest to have a unique experience within our room. It is emotionally evocative and visually stunning (and ohhh so instagrammable!). 29Rooms is truly a selfie paradise, this is an event and space that lends itself to innate social sharing and amplification.”
29Rooms is one of the most successful ‘social’ phenomenons of NYFW. Highly engaging and connected, it reaches out to the public beyond the physical event, engaging with millions of people globally – reaching one in two Instagram users in 2016. “29Rooms has set the bar for a new era of live social storytelling, and this is our most ambitious event to date. In our increasingly plugged-in world, people crave unique experiences that engage them IRL while simultaneously fueling content creation for their digital lives,” mentions Refinery29 co-founder and Executive Creative Director Piera Gelardi.
In keeping with Aldo’s strong consumer-centric approach, the brand continues to find ways to tap into its global digital community and provoke brand engagement and amplification. 29Rooms provides Aldo with a platform to connect to its audience through fresh, exciting content. With social media being a top priority for the brand, Aldo partnered with six influencers for the occasion to create curated social content. Sharing their experience at the 29Rooms VIP Opening Party and sneak peeks of the brand’s room on September 7th, they will help take the experience out of Brooklyn and to the global #AldoCrew. The influencers include Blake Steven (@blakesteven), Bridget Bahl (@bridgethelene), Brittany Xavier (@thriftsandthreads), Justin Livingston (@justinliv), Natalie Suarez (@natalieoffduty) and Tessa Barton(@tezzamb).
Follow @aldo_shoes and #AldoCrew on social media for more information and updates.
About The Aldo Group Inc.
Founded in 1972, the Aldo Group is a leading international retailer for fashion footwear and accessories with over 2,200 stores in 100 countries. Aldo, the group’s flagship brand, delivers fashion to a diverse customer base at prices that make keeping up with seasonal styles a luxury within reach. For more information, please visit www.aldogroup.com and www.aldoshoes.com.
Refinery29 is the leading digital-media and entertainment company focused on women with a global audience footprint of 550 million across all platforms. Through a variety of lifestyle stories, original video programming, social, shareable content, and live experiences, Refinery29 provides its audience with the inspiration and tools to discover and pursue a more independent, stylish, and informed life. Please visit www.refinery29.com, www.refinery29.uk, and www.refinery29.de for more information and to browse content.