NYC & Los Angeles / 40K Attendees / 623MM Social Impressions / 1BN+Press Impressions / 1BN+ Social Impressions
Ushering in the next evolution of 29Rooms, Expand Your Reality was an invitation into a realm of abundant thinking, built for creating what’s possible. Phone-free Experiences that called for introspection or self-expression, hands-on art making, live performances, and social experiments challenged guests to open and engage with themselves and strangers while challenging public perceptions of what 29Rooms could be.
Key Collaborators & Partners: Lena Waithe, Yara Shahidi, Kesha, ACLU, Rupi Kaur, Carlota Guerrero, Uzumaki Cepeda, Hoodwitch, Reebok, Aldo, Amazon, Moxy Hotels
To launch the Samsung S9+ phone in Chicago, the essence of the Windy City was brought to life in a cinematic installation that portrayed the spirit of the city from day to night.
At the beating heart of the experience, clusters of mirrored Chicago skyscrapers were built for guests to navigate and create the sensation that they were taking a limitless stroll through the city. Surrounding the installation, a 360 panoramic screen displayed an abstract film that captured 24 hours in Chicago through a mixture of vibrant color gradients and footage filmed on the Samsung S9 phone. Scored to a bespoke poem written by local poet Raych Jackson, this experience was the ultimate immersion into the soul of Chicago.
Harnessing the power of LED display technology, we created an installation that turned the SAG Awards red carpet into a energetic, immersive art experience. Utilizing mirrors and motion graphics the red carpet booth served as a brightly colored backdrop for celebrities to express themselves. All the videos were edited together in under ten minutes each and then sent to the celebrity talent to share on their own social channels.
NYC + LA + Chicago + San Francisco / 80K+ Attendees
29Rooms: "Turn It Into Art" was a call to action to celebrate the transformative power of creativity, building 29 experiences to channel art’s ability to unify, heal, uplift and provoke new ideas and new actions. Across our 4-city tour, we invited bold leaders and visionaries to shine their light and celebrate the indomitable spirit of Art. Through this transformative experience, we opened attendees eyes to the most powerful tool we yield: the radical possibility of the imagination.
Reaching 1 in 2 users on instagram globally and taking our experiential sensation to NY, LA, Chicago and San Francisco this year, our attendees became part of the art - they were the content creators, fueling an epic social halo that drove viral engagement.
Key Collaborators + Partners: Janelle Monae, Margot Robbie, Chloe x Halle, Jake Gyllenhaal, Jill Soloway, Planned Parenthood, Benjamin Shine, Women’s March, Juno Calypso, Maisie Cousins, Google, Cadillac, Adidas, Marc Jacobs.
Timed to New York Fashion Week, this annual event took place in a 70,000 square foot warehouse in Bushwick and disrupted social channels and the press, featuring exclusive performances, art exhibitions, interactive installations, virtual reality, film, food, and more.
Inspired by the theme “Powered by People”, we built an experience that explored how individuals can create change both big and small. The installations put the attendees at the center of the event, sparking engagement and creating a live social broadcast of self-expression and meaningful dialogue.
Key Collaborators and Partners: Lady Gaga and The Born This Way Foundation, RuPaul, Adwoa Aboah, Tinashe, Hilary Rodham Clinton, Nicola Formichetti, Fossil, Perrier, Ford
Launching in September 2015, 29Rooms was created in celebration of Refinery29’s 10-Year Anniversary as a way to bring the brand to life physically. We aimed to disrupt the exclusivity of New York Fashion Week by creating an inclusive event that made style, culture, art, and technology accessible. In order to celebrate the topics and creative voices that resonate most with our audience, we partnered with visionaries like Petra Collins, Shantell Martin, and Solange Knowles to co-create 29 distinct artistic experiences. The experience blew audiences and press away with Time Out hailing it as the "NYFW event of the year" and Wall Street Journal calling 29Rooms as "an event of massive scale and creativity".
Today, 29Rooms has become a vibrant event where culture, creativity and imagination are unlocked and celebrated year after year. Through our traveling tours and ever-changing spaces, new artists, partners, and visionaries continue to bring ideas to life through interactive installations, performances, workshops, and more. This first-of-its-kind event brings together a vibrant, creative crowd and engages millions globally through live experiences designed to unlock the creativity inside us all.
In celebration of the anticpated finale of HBO's hit series "GIRLS, Refinery29 created an interactive exhibition that attracted thousands of faithful fans to explore a retrospective sequential timeline that highlighted key moments from the show. Taking over the John Doe Gallery in Brooklyn, this two-day living exhibition experience brought nostalgia to viewers who have followed the iconic storyline and generated buzz through social moments inspired by the unique visual setting that included a recreation of Hannah's living room.
Refinery29 created an immersive video booth on the red carpet for the 23rd Annual SAG Awards in Los Angeles. The booth was used as a set to create social-first content that was edited within hours and send to celebrities for instant social sharing. Click here to see some of the videos in action.
In downtown NYC, we celebrated 100 years of Keds by executing a high profile event during NYFW to honor the brands heritage as well as its impact and longevity within the fashion industry.
This monumental event, hosted by the new Keds “collective” of strong and powerful female celebrities such as Allison Williams included a magical performance by Ciara, a DJ set by Harley Viera-Newton and was attended by over 500 influential guests. The event included beautiful custom design moments from a historical timeline to hand crafted shoe chandeliers showing the new collections and a custom studio where guests received a pair of Keds in the illustration of their choice, all done by hand.
NewFronts is an event that gives Refinery29 a chance to present our video content to important decision makers across brands, agencies, production companies, and press, and show them what R29 is all about!
This year, with the theme of ”Claiming Power," the Refinery29 mission to inspire and serve the most powerful generation of women EVER was on full display. Through a slate of incredible new video programs and some amazing new partners -- we premiered content that truly embodies the idea of what it means to claim your power.
Special presenters included Morgan Spurlock, Gaborey Sidibe and a powerful performance by Nobel Stepz and Marawa the Amazing.
Refinery29's two day mini-golf course disrupted the conventional NYFW landscape with an interactive and inclusive experience open to the public. Editorially driven, The Refinery29 Country Club spotlighted both new and iconic New York designers and borrowed inspiration from their most signature pieces in the form of nine custom built holes. The event captured massive media coverage and became a pop culture sensation garnering over 360MM press impressions and 7.9MM social impressions.
Refinery29 received a FAME Award Honorable Mention in the First Time Event category for R29 Country Club.
Toyota & Refinery29 brought together three artists who use visual language to speak to their personal experience within a common city: LA. We designed so the artists murals would be presented on separate mirrored panels, merging individual perspective with unifying collaboration and championing the design of the Toyota vehicle.
In partnership with the CFDA and Neiman Marcus, Refinery29 created the Spotlight Series celebrating innovative visionaries in the fashion space. Taking place at Omar's in the West Village, this intimate evening celebrated Tabitha Simmons and commenced with a cocktail reception as influential guests were greeted by our hosts Christene Barberich, Ken Downing and Steven Kolb. The dinner boasted personalized magical touches from hand painted watercolored menus by Happy Menocal to lush white florals and special gifts from Tabitha herself.
67% of American women are plus-size — size 14 or larger — yet the plus-size woman accounts only for 2% of the bodies represented in the mainstream media.
In partnership with Lane Bryant and Aerie, Refinery29 has launched The 67% Project, a movement toward representing the truth about the who the American woman is in the media.
The Every Beautiful Body symposium brought together thought leaders in fashion, media & retail, influencers, and celebrities. But most importantly, it was open to everyone, with over 400 guests in attendance. Through a program of panels & workshops, interactive activities & art, we used storytelling and facts to enlighten, empower and challenge women, triggering a seismic shift towards the representation of Every Beautiful Body in the media.
Following an evening celebrating The CFDA Awards, the fashion world let loose atop The Top of The Standard for the official after-party hosted and created by Refinery29. Influential guests such as Diane Von Furstenberg, Gigi Hadid and Jude Law danced and mingled the night away at what was the best dressed party of the season. The event garnered over 2.2million social impressions and 332 million press impressions.
During Cannes Lion, we created the Refinery29 Villa which was a beautifully serene retreat for festival-goers to escape the hustle and bustle of Boulevard de la Croisette. In the beautiful hills overlooking Cannes, we took over a villa and completely transformed the space with hand picked modernist furniture from Milan and unique areas of interest such as infinity mirrors for our guests to take the ultimate French Riviera selfie. Throughout the duration of Cannes Lion, the Refinery29 Villa hosted a number of cocktail parties, talks and performances that created both social and media buzz.
During SXSW Interactive, Refinery29 and Neiman Marcus welcomed VIP’s, celebrities, influencers, tastemakers and consumers to the School of Self-Expression. Inside these walls, we encouraged guests to raise their voices, break the rules, and live outside the lines.
Located in the beating heart of Austin, we launched the experience with a party hosted by Kate Bosworth followed by two days open to the public where nearly 3,000 guests attended. At the School of Self Expression, we curated a unique programming calendar of interactive masterclass crash courses in creativity, technology and style led by a diverse range of cutting-edge talent including Chuck Grant, Cleo Wade and Wynter Gordon.
In an effort to make the mall more relevant to millennia shoppers, Refinery29 and Simon Malls partnered on The Shopping Block; a six-city tour that drove thousands of consumers in-store with a traveling pop- up boutique, personal styling sessions, and DIY activation. Not only was the event loved by consumers, but it received huge press accolades including a front page feature in WWD. The original inspiration for the Shopping Block took from shipping crates, and we created plywood blocks that opened in the space to reveal these unique shopping storefronts. The minimalism of these pieces combined with the sophisticated neon lights made this experience stand out in the mall environment.
Highly interactive activation that took the streets of New York City by storm. Inspired by the Summertime tradition of Ice Cream Trucks, The Timex Truck offered guests free Ice Cream and their choice of watch.
In order to encourage social engagement during the activation, we implemented an Instagram contest. Attendees were encouraged to take pictures of their new watches and use #timexscoops for an opportunity to win prizes. Between social promotion, influencer posts and the contest entries, there were over 3 million social impressions.