Refinery29, the leading digital lifestyle media company, revolutionized New York Fashion Week with 29Rooms, an interactive funhouse celebrating style and culture through 29 immersive rooms. Conceived as an Instagram playground, the event was a live, multi-sensory editorial experience that brought the digital audience into the real world. In collaboration with the in-house team and The Gathery, months were spent securing the perfect space, artists, and brands to make a lasting impact on the Fashion Week landscape. Set in a 50,000-square-foot warehouse, 29Rooms featured striking art installations, one-of-a-kind performances, virtual reality experiences, film screenings, and live music. The three-day event was such a wild success—drawing five-hour wait times that stretched through Greenpoint—that what was intended as a one-off became an annual sensation. With touring productions across the country.

Lighting, Video, and Audio Design and Installation by Livesight.