29Rooms Takes Center Stage During New York Fashion Week
Refinery29, the leading digital media company for young women, announces this year’s 29Rooms, the company’s acclaimed immersive exhibition of style, culture, and technology. The four day event during NYFW boasts a new roster of visionary creatives and partners, reflecting the brand’s commitment to supporting creative talent and content that drives vital conversation, inspiration, and positive change. This year’s event is set to be the biggest yet, and will transform an expansive Williamsburg warehouse into a public festival and social media spectacle.
The 2017 event centers around the theme “Turn It Into Art” and will celebrate the transformative power of creativity in its ability to shift perception and drive change. Visitors will explore interactive installations that span artistic mediums — from painting and poetry to virtual reality, music, and comedy — connecting them to new ideas and means of self-expression. The highly visual event has seen nearly 20,000 visitors over the past two years, and reached one in two Instagram users in 2016.
“29Rooms has set the bar for a new era of live social storytelling, and this is our most ambitious event to date. In our increasingly plugged-in world, people crave unique experiences that engage them IRL while simultaneously fueling content creation for their digital lives,” said Refinery29 co-founder and Executive Creative Director Piera Gelardi. “This year is full of thought-provoking creative moments: from a punching bag symphony that channels aggression into music, to a laughter-fuelled car wash that evokes the transformative power of humor. Guests will explore a range of installations showcasing how art can inspire and spark action, and we are incredibly proud to be working with such game-changing talent and partners to bring it to life.”
Attendees will discover spaces developed by a diverse group of collaborators that span the spectrum of art, style, entertainment, technology, social good, and more, including: Jake Gyllenhaal, Jill Soloway and their production house Topple, Emma Roberts and her Belletrist book community, Sasheer Zamata, Chloe x Halle, Cleo Wade, Lizzo, Alexa Meade, Maisie Cousins, Juno Calypso, Madame Gandhi, Planned Parenthood, Women’s March, and The Art of Elysium, among others. Upon entrance, guests will be greeted by an enormous 29Rooms mural from Luke Choice painted by creative partner, Colossal Media.
Rooms designed in partnership with brands including Aldo, Clarins, Dunkin’ Donuts® Coffee At Home, Dyson, Juicy Couture Fragrance, Ulta Beauty, and Cadillac x Jason Wu will build upon Refinery29’s commitment to innovative commercial partnerships that allow the audience to experience and interact with the brands’ products and values in a fresh and engaging way.
In addition to content broadcast across social media, this year 29Rooms will launch the 29Rooms app for the first time. This app will allow users to experience 29Rooms beyond the physical installation on their mobile devices. It will feature supplemental information on all collaborators, an event floorplan, and real-time event and social updates. Creating a 360° optimized experience, it will also include 29Places, an interactive neighborhood guide that offers users a curated list of recommendations on what to do in the areas surrounding 29Rooms, as well as exclusive discounts and deals from local retailers for app holders.
Since its inception in 2005, Refinery29 has curated experiences for its audience across multiple platforms including online, mobile, video, and live events. The 29Rooms franchise has grown into the company’s most expansive offline activation. Instituting a ticketing program for the first time to minimize wait time and optimize the user experience, Refinery29’s 29Rooms sold out nearly 20,000 tickets. A portion of ticket sales proceeds will go to 29Rooms non-profit partners. 29Rooms will also be expanding its borders and coming to Los Angeles for the first time this December.
WHEN: 9/8 – 9/11; F-M (11-10)
WHERE: 106 Wythe Avenue, Williamsburg, Brooklyn
Please visit www.29rooms.com or @29Rooms on social media for more information and updates.
Refinery29 is the leading digital-media and entertainment company focused on women with a global audience footprint of 550 million across all platforms. Through a variety of lifestyle stories, original video programming, social, shareable content, and live experiences, Refinery29 provides its audience with the inspiration and tools to discover and pursue a more independent, stylish, and informed life. Please visit www.refinery29.com for more information
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