Refinery29 is trying out a type of experiential marketing that will bring an exclusive New York Fashion Week experience to all people in the community in a way that encouraged participation in an open space. Refinery29 is a online media brand that encourages women to live a more independent, stylish, and informed life.
29Rooms is an interactive art exhibit hosted by Refinery29. It's goal is to encourage imagination and content creation through the exhibits put on. The most unique part of the experience is that this type of marketing was rarely done before 29Rooms. Many potential partners were skeptical of experiential marketing. However, many ad agencies are slowly transitioning from traditional campaigns. Refinery stated, "we took a lot of risks and learned tons along the way in order to elevate the experience each year to fuel positive change, cut through social noise and push boundaries".
The objective of 29Rooms is to create an easily accessible public art exhibit for millennials to interact and create memories. While there is no age restriction to 29Rooms, I think they take inspiration from things like the Museum of Ice Cream which is geared toward the younger, millennials of New York and LA.
I heard about 29Rooms through a friend who is an Account Manager for UGG at an agency. I love this project because it allows brands, artists, and individuals to create a space that means more than just an installation. For example, this year's event in New York featured a room designed by Planned Parenthood. While the room was very aesthetically pleasing, it also had a deeper meaning and purpose. The goal of the room was to educate more people on the services and purpose of the organization. It's a powerful way to spread a message while appealing to a younger, social media obsessed generation.
Tickets are currently SOLD OUT for 29Rooms LA. But keep an eye out for re-sale or new ticket releases! Read more about the project here.