W29 Showroom is devoted to visionary designers. The ideas, styles and inspiration cultivated within this 1500 square-foot loft space represent the creativity and international energy long at the heart of New York City. The showroom includes women's wear collections, accessories and a fragrance line. Four of the designers have won the prestigious GenArt Fresh Faces award.

To create a space that allowed designers to work outside the constraints of the mainstream, Susanne Rehnström - the founder of W29 Showroom - drew on fifteen years experience in the fashion industry. Rehnström studied women's wear design in her native Sweden. Since moving to the U.S. in 1999, she has worked as a designer, a stylist and as a buyer for one of New
York's most progressive dowtown boutiques. She has a unique understanding of the creative process and the marketplace.

W29 offers guidance to designers in conceptualizing and merchandising their collections, assists in look-book production, organizes collection presentations and stages seasonal open-house events for the press. W29 also has a presence on Los Angeles, where the Showroom makes seasonal visits to meet with West Coast buyers.