Refinery29: 29Rooms 2017

Finola Austin

Refinery29, the women-focused media publisher, created 29Rooms 2017 which brought the digital-first brand into real life to connect brands with millennial and Gen Z consumers in a more experiential way in the US.

Campaign details

Brand: Multiple brands (see case)Brand owner: Refinery29Lead agency: In houseCountry: United StatesIndustries: Websites, online services & appsMedia channels: Events & experiential, Public relations, Sponsorship - event, property, Word of mouth, advocacyBudget: 10 - 20 million

Executive summary

For the past three years, women-focused new media publisher Refinery29 has created 29Rooms – an experience bringing the digital-first brand IRL (in real life).

29Rooms is a new frontier for native advertising – an immersive, interactive funhouse of style, culture and technology, that offers brands a unique, collaborative partnership...

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