Canadian retailer Aldo joins 3rd edition of 29Rooms

While Canadian brands such as Addition Elle are making a splash on the runway at New York Fashion Week, Canadian retailer Aldo has opted to create some social media buzz off the runway with 29Rooms.
 
The brainchild of media company Refinery 29, 29Rooms is an interactive exhibition of art installations, which allows fashion brands, artists and nonprofits to showcase their creative side in an installation form.
 
Alli Simpson wearing Aldo’s Stessy Heel’s, Adrilalle Earrings, and Polman Bag on the Aldo Love Walk at 29Rooms. - Aldo

The installations are presented in different rooms and invites audiences to come and interact with them. The event has gathered nearly 20,000 visitors over the past two years.
 
The Canadian fashion footwear and accessories company tapped into its "I Love ..." concept as part of its Fall 2017 campaign to create its room baptized “Love Walk”.
 
Aldo’s room, on display during NYFW from September 8 to September 11, consists of a runway surrounded by a coiled structure covered in nearly 250 shoes.
 
"As people enter Aldo's magnetic, pulsating, shoe lined room we want them to come alive as they embark on their Love Walk," explained Katie Green, Senior Director of Global Communications for the Aldo Group, in a news statement. "It is a reimagined runway that evokes confidence and passion, inspiring everyone to live their boldest, fiercest life.”
 
Over the last couple of years, Aldo has been increasingly focusing on its digital strategy and a new consumer-centric approach, including the launch of a new responsive website and e-commerce platform, as well as the launch of a global influencer campaign for fall 2017.
 
For the occasion, Aldo partnered with six influencers to create curated social content including Blake Steven, Bridget Bahl, Brittany Xavier and others. 

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