Mx.3

PROJECT
XM + Retail Displays

CLIENT
⇝ Aldo

ROLE
⇝ Design + Photography

5 Artists.
5 Cities.
5 Limited-Edition Designs.

From a London-based graffiti artist to a pop-culture visual artist in Montreal, each took the Aldo Mx.3 sneaker and made it their canvas for expression. 

For the launch of the Aldo's Mx.3 Artist Series, we produced 3 events in Aldo retail locations across New York, Toronto, and Montreal.

These events consisted of a special displays and take-over of the store, DJ and snacks to delight the customers, and gifts of coloured laces and pins (to customize Mx purchases). The collaborating artists were also present for an hour during the event.

The product release was centered around inclusivity and aimed to uplift through its openness and playfulness.

Five visual artists from around the world (Montreal, New York, Seoul, Dubai and London) concepted and created their own version of the Mx3. sneakers. From this, we incpoporated their unique takes and designed a bold and exciting experience for select retail stores that helped to amplify and sell the collection. 

Alongside the events, a package was created for the store associates to engage, educate and build understanding of the concepts behind the collection. It included a Mini-Magazine and a bubble wrap pouch filled with enamel pins, postcards, and a note about what to expect. 

To enhance the unboxing experience and connect on a deeper level, we developed 5 postcards to introduce and provide context on the collaborating artists. These were created to support the omni-channel strategy to build loyalty through sharing product knowledge and storytelling when launching special collections.

They were sent to the flagship stores (carrying the collection), were distributed with online purchases, and were gifted to the store associates.​​​​​​​

THE TEAM

Graphic Design + Photography | Jennifer Dunaj 
Marketing | Isabelle Roy, Luke Vachon, Linda Cote, Richard Heneine, Adam Starr 
VM Development | Caroline Berrouard, Swan Pighini, Fabiana Schwager
Artists | Buff Monster, Pony, INSA, So Youn Lee, Dina Saadi Artists' 
Agency | LNDMRK

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