Sidewalk becomes runway at Michael Kors’ 29Rooms space
Twenty-nine interactive rooms were filled with music, color, lights, flowers, polaroids and smiles at 8 Ingraham Street from Sept. 9 to Sept. 11. Art met fashion at Refinery29’s interactive art installation that collaborated with over 20 different artists and brands in East Williamsburg during the New York Fashion Week. Refinery29 presented its second annual “29Rooms” in an 80,000-square-foot warehouse set up as an interactive pop-up art gallery.
This year’s theme was “Powered by People,” meaning that attendees had to interact with their surroundings to fuel the entertainment and make the rooms come alive. Several celebrities and brands sponsored the rooms, including Lady Gaga’s Born This Way Foundation, Papyrus, Perrier, Ulta Beauty and Michael Kors.
Michael Kors participated in “29Rooms” as a way to introduce and draw attention to their The Walk campaign. The campaign is Michael Kors’ first ever 360-degree street style campaign, which launched on Aug. 31. The Walk is led by a diverse group of women with distinct fashion senses, including Nina Agdal, Solange Knowles and Princess Olympia of Greece. The ad campaign for the fall/winter 2016 season comes with a series of images shot by street style photographer Tommy Ton around New York City. The visuals are complemented with a series of videos featuring the campaign stars doing their walk in their personally styled looks.
The brand’s space in “29Rooms,” The Sidewalk is Your Runway, was designed to look like the company’s Bleecker Street location, with a runway where visitors were able to pose with handbags from the newest fall collection and share GIFs of the moments with friends on social media. The luxury designer Michael Kors used a double robot camera for its installation at the event to entertain attendees.
A digital street complete with shops, flowers and the robot camera—controlled by an iPad—was enough to make everyone feel like they were strutting like a model down the streets of New York. The room was an interactive playground, pushing fashionistas to immerse themselves in the artist’s world and imprint their own personal experiences. The room put emphasis on creating a multi-sensory, shareable experience for visitors.
The Walk is an interactive, shoppable experience on the Michael Kors website where fans can post street style photos of themselves wearing the brand on Instagram and Twitter with the hashtag #SidewalkSpotted. A similar concept was displayed in the Brooklyn warehouse during the event to promote the launch of the campaign and get the word out. Fashion has the power to transform and evolve and this room proved that you do not need a runway to feel like a trendsetter.
The new handbags to the collection, named The Brooklyn, Isadore and Mercer, all became a girl’s, and sometimes even a guy’s, best friend in the room. One of the featured arm candies in the room was the Brooklyn Grommet Suede Leather Crossbody, which was inspired by the iconic style of Warhol-era factory girls. The Crossbody was a popular grab for GIFs and Instax pictures, but it was the wide, guitar-inspired strap of the Brooklyn Large Grommet Leather Feed Bag that stole the hearts of the event’s attendees, who expressed how the bag reminded them of music festivals they went to, such as Electric Daisy Carnival and Electric Zoo.
Tapping into a ‘70s-inspired mood, the Isadore was easily a popular choice to pose with for a walk down the sidewalk runway. Sleek, with a touch of modern, the Isadore gave off retro-chic vibes with its combination of suede, gilded trimmings and rounded lines. This bag brought together vintage and sophistication. Global fashionistas practiced their best selfie faces, sported their trendiest outfits and bumped elbows while gazing at these fall fashion items.
The king of American jet-set sportswear has turned into a multi-billion-dollar company, positioning himself at the very center of New York’s fashion scene. The company currently has over 400 stores in 89 countries, with flagships in Dubai, Hong Kong, Istanbul, London, Milan, New York, Paris, Seoul, Singapore and Tokyo.
The Walk campaign is a big move for the brand. It is proof that the fashion industry is embracing street style photography, because street style photographers like Ton were seen as separate from the industry. To continue celebrating this digital and social campaign, the company is bringing The Walk to life again with a pop-up boutique located at 384 Bleecker Street for the month of October.
The Sidewalk is Your Runway became a space at “29Rooms,” where trendsetters and fashion lovers were able to snap, gram and use the hashtag #SidewalkSpotted while getting the chance to strut down a runway with pieces of fall luxe.