Campaign details

Brand: Multiple brands (see case)
Brand owner: Refinery29
Lead agency: In house
Country: United States
Industries: Websites, online services & apps
Media channels: Events & experiential, Public relations, Sponsorship - event, property, Word of mouth, advocacy
Budget: 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 opportunity, which is open to all during the historically exclusive period of New York Fashion Week.

In fall 2017, Refinery29 created the biggest and best 29Rooms New York yet, powered by consumers and designed for social sharing, and encapsulating our brand and our clients' through 29 rooms, each designed in collaboration with an artist.