No Substitute For Experience

REFINERY29’S LIVE EVENT FRANCHISE 29ROOMS PUTS ATTENDEES AND BRANDS AT THE CENTER OF CREATIVE ENGAGEMENT.

- Albie Hueston

When Refinery29 launched 29Rooms in 2015, we set out to create a physical manifestation of our brand — reflecting the topics our audience cares about most, our commitment to celebrating diverse creative voices, and the engagement we strive to ignite with brands and our audience. We wanted to turn the ultra-exclusive New York Fashion Week experience on its head with an event that was open to all and encouraged participation in a new type of space that sparked imagination and content creation.

Since then, 29Rooms has inspired thousands of people in real life (IRL) and millions more online by giving them the ability to immerse themselves in creativity and engage with artists, causes and brands in ways that, before the experience of 29Rooms, were rarely seen.

As a concept, 29Rooms was a tough sell at first (as new, untested things often are), and we were lucky to have partners that believed in our vision and were willing to experiment with experiential marketing.