TENTPOLE EVENT,2019 - 2023
Refinery29 / Associate Creative Director and Group Creative Director

29Rooms is one of the most popular experiential properties of all time, at one point reaching half the users on Instagram with its digital halo.

Refinery29’s editorial universe turned into 29 physical rooms, bringing artists, performers, brands and creators together across large-scale installations, live performance, hands-on art making, social experiments and moments of self-expression. What began in New York in 2019 grew into a touring phenomenon:

2B Social Impressions
7 North American cities
400K+ attendees
and an international expansion into Asia.

WINNER: CLIO, FASHION & BEAUTY GOLD AWARD / THE WEBBY AWARDS ADVERTISING, MEDIA & PR - BEST EVENT ACTIVATION / THE SHORTY AWARDS, PHYSICAL & DIGITAL CONVERGENCE IN SOCIAL MEDIA

PRESS HIGHLIGHTS: NEW YORK TIMES / FORBES / ART NET / ADWEEK

KEY COLLABORATORS:
SOLANGE KNOWLES
PETRA COLLINS
JANELLE MONAE
RUPI KAUR
CARLOTA GUERRERO
DANIEL ROSEN
RUPAUL
KALI UCHIS
PLANNED PARENTHOOD
GLAAD
ACLU
HOUSE OF YES

KEY SPONSORS:
MUGLER
MARC JACOBS
CLINIQUE
UBER
REEBOK
REVLON
SMASHBOX
ADIDAS
DISNEY
GOOGLE PIXEL
SHEA MOISTURE
STELLA ARTOIS