29Rooms
Lifestyle Brand Industry
Refinery29
Annually since 2015
Major Cities Across the US
Opportunity
Lifestyle brand Refinery29 saw the opportunity to bring their brand to life in a physical space while disrupting the exclusivity of New York Fashion Week. They wanted a space that replicated exploration, collaboration, partnerships, beautiful design, and discovery.
Solution
A 29-room activation that housed 29 distinct artistic expressions and messages. Utilizing partnerships with visionaries and other brands, this activation allows guests to “tap into the conversations of today and our hopes for tomorrow. Through multi-sensory installations, performances, and workshops, we present you with a new way to connect with creativity, culture, and community.”1
Activation Breakdown
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Collaborations with brands and visionaries.
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29 different rooms with multi-sensory experiences, lighting, and customization.
Results
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Thousands of attendees.
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Increased earned media.
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Increased positive brand sentiment.
Takeaway
This activation is the perfect example of a brand creating its platform in real-life and selling its value without selling its products. These experiences are about the guests and messages about the future. By creating a space for reflection and collaboration, this ever-changing and now ongoing event is a great way to stay connected with their market and increase their reach. 29Rooms also offers extreme interaction and tactile offerings that foster interaction, connection, and positive perceptions with beautiful design to incentivize photos and shares on social media.
1 29Rooms. (n.d.) Refinery29. https://www.29rooms.com/about
In Action
