In a first-of-it’s-kind project, we built a multi-media, multi-brand partner, multi-artist immersive extravaganza to bring the digital brand Refinery29 to life. The challenge was to build an entirely new experience from scratch that felt authentic to the brand, culturally resonant, and interactive enough to inspire organic engagement and conversation. Unlike a traditional industry event or pop-up, 29Rooms wasn’t just about marketing—it was about creating a cultural moment that blended editorial storytelling, art, and brand partnerships in a way that felt immersive and editorially led. The ambitious and wildly successful juggernaut went on to become the industry blueprint for brand experiences, and the 29Rooms brand itself became it’s own IP, traveling and expanding for years following.
