29Rooms
29Rooms is an award-winning concept that brings together an immersive and interactive experience merging culture, cause, and creativity. The experience is made up of 29 experiential rooms tied under the same theme, with thought-provoking installations, performances, and workshops. Each edition of 29Rooms is co-created with a highly-curated list of visionary artists, cultural icons, and purpose-driven brands. Previous collaborators include Lizzo, Margot Robbie, Solange Knowles, Jason Wu, and Rupaul. Throughout its multi-year run, the 29Rooms has garnered over 1 Billion Press Impressions and 1 Billion Social Impressions.
The Theme for 2019 was ‘Expand your Reality’ - inviting you to test your boundaries, free you of expectation, and harness your creative spirit. In-house creatives on the 29Rooms team place focus on multiple rooms, but work collaboratively across the whole of the experience’s offerings.
Of all the rooms and experiences created, I’m most proud of the one created for Shatterbox, Refinery29’s groundbreaking film series. Shatterbox provides a platform for female directors to redefine identity, imagination, and representation in film.
"Now Casting: Female Storytellers" invited guests into a reimagined Hollywood studio, where female storytellers could be empowered to show us how they see the world. Beyond the entrance of a realistic studio facade, a faux movie set was produced as a colorful alt-Western. The photo moment is a rallying cry to promote female representation in the film industry: Dear Hollywood - You can’t win without women. The opposite wall was designed as an analog and interactive 'writers’ room' - a workshop for creating your very own leading character through the female lens - layered and realistic, an anthisis the flat stereotypes of those we so often see on screen.