'29Rooms' Immerses Refinery29 Readers in Real-World Content

By: Laura McQuarrie - Sep 15, 2015
References: refinery29 & blouinartinfo
In celebration of its 10th's anniversary, Refinery29 opened a multi-sensory multi-room installation to the public in New York City.

A clash of style, pop culture, art and technology took over a 50,000 square foot warehouse, featuring 29 rooms that hosted virtual reality experiences, live performances, film screenings and more. Brands and influencers collaborated with Refinery29 for the event, bringing issues like politics, gender identity and body image ti light through food, fashion, beauty and design narratives.

Refinery29's founding partner and executive creative director Piera Gelardi simply puts it best by saying: "We wanted to bring our site to life in a physical way so the audience can have an immersive experience of our brand." This is especially important to today's connected consumers, who are looking for more than just a strong social and web presence.