New Work: Aldo Rise Installations by Daniel Weil
Last week we posted about the Selfridges windows that Pentagram’s Daniel Weil designed for Aldo Rise, Aldo’s bold collaboration with daring new talent in the fashion industry. The windows promoted the heart of the experience, the pop-up installation in the Shoe Galleries on Selfridges’ second floor.
Daniel devised the installation around the experience of sitting down and trying the shoes. Each counter unit of the installation is supported by a single wood turning, inspired by a female shoe.
On either side of the seating units, two flanking walls continue the promotional theme of lampshade-like plinths that was introduced in the windows on Oxford Street. This time the translucent plinths display shoes above and illuminate shoes below. The black and white graphic language of the walls allows the shoes to be the focus and the heroes of the Aldo Rise collaboration.
The walls also feature screens showing a video that weaves together backstage and runway photography of the Aldo Rise designers at work. The video, steadily paced to add some gentle context to the installation, was created by Naresh Ramchandani and directed by Steven Qua.
Video that appears in the pop-up shop.
The shop installation is open until 22nd of February.