Each year, ALDI releases a collection of branded gear celebrating their shopper’s passion for the store and all it’s insider eccentricities. For their 2022 collection, we were asked to create an event that launched the gear to get media and fans pumped for the upcoming release.
Since the capsule leaned hard into a 70s and 80s vibe, we knew exactly what our runway should be — the roller rink.
We transformed an industrial event space in Brooklyn into a posh-but-classic skate rink, fully immersing guests in all things ALDI. Our skate crew wore the new gear during choreographed routines, the concessions were all fun ALDI treats, and the entire place was filled with disco balls and the iconic red, orange, and yellow ALDI stripes, guiding everyone throughout the experience. Upon arrival, attendees received pieces from the collection and even had the chance to have their apparel custom chain-stitched by one of two artists on premise.
In the end, the ALDI Skate Rink got incredible reviews and had brand loyalists and general shoppers alike rushing to the store and clearing the shelves within days.
