amanda aruci
Photography by George Pimentel on iPhone X

Here’s What Went Down in the Roots Northern Light Portrait Studio

The Northern Lights came to Toronto on Tuesday evening courtesy of Roots’ “Northern Light” event.

Held at the Fairmont Royal York, the 4D experiential showcase was an interactive holiday gift guide of sorts, combining fashion, live musical performances, art, technology and mobile commerce, all of which were streamed live on Roots’ Facebook page.

Prior to the event, notable guests checked out the Roots Northern Light Portrait Studio, where they had the opportunity to be photographed by George Pimentel using the iPhone X. Among those who stopped by were Juno-award winning songstress Ruth BDegrassi’s Amanda Arcuri, musicians Tyler ShawRyland James and The Darcys and Real Housewives of Toronto’s Roxy Earle.

Ruth B
Ruth B. Photography by George Pimentel on iPhone X
Ryland James
Ryland James. Photography by George Pimentel on iPhone X

The actual showcase commenced with Canadian violinist Andrew Forde, who performed an original score with vocals from Ryland James. Following the duo’s performance, a fashion show presenting Roots’ top holiday gift ideas took place with visuals of Canada’s most majestic landscapes projected onto a screen with more than 16 million pixels.

The concept of “see now, buy now” was easier than ever, with the seasons’ most coveted items placed into guests shopping carts using the “Roots Live” app, giving them the opportunity to instantly purchase products on their mobile device.

The evening finished off with a performance by Ruth B, who sang her hit songs “Superficial Love” and “Lost Boy,” the latter of which featured a violin accompaniment by Forde.

You can check out all the photos from the Roots Northern Light Portrait Studio below.

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