The debut of Refinery29’s “Turn It Into Art” 29Rooms LA show continues to take Angelinos through a creative journey that awakens more than your senses. In it’s last weekend in Downtown LA we encourage you to visit 29Rooms, a style, culture and technology fun-house, as well as an immersive storytelling experience built for discovery and impact. Showcasing the original intallations from their hit New York show, in addition to 13 new experiences. Piera Gelardi, the Executive Director and Co-founder of Refinery 29, talked to Gypset about the west coast debut of 29Rooms and their intention behind this transformative and playful event.
“We first thought about a theme for this year and knew that we really wanted this to be a space of creativity and self-expression, and with that we wanted to celebrate dance, poetry, music, painting but we also wanted to celebrate culturally relevant topics. Once we mapped out what we want to say within the event, we reached out to artist that are of the now and are visionary in their own space that are telling those messages.” Demi Lovato and Janelle Monae are a couple of the celebrities who curated two of the 29 stunning and thought-provoking installations. “In turns of partnerships we worked with incredible brands, like Marc Jacob, Netflix, Google, Toyota, and Urban Decay (to name a few), to bring their messaging to life but in the context of this space in ways that feel really organic and super imaginative”.
Refinery29 is committed to powerful storytelling and artful creative work that drives connections and meaningful relationship with their audiences like Toyota who embraces innovation, style, and has been a pioneer in environmental technology. In Toyota’s THE NEW WORLD surrealist set, visitors were invited to experience a sensory thrill of an alternate reality that challenges drivers of the sexy and slick new All-New 2018 Camry to seek adventures, explore their surroundings, and find beauty wherever they may go turning your drive into art.
As Marc D’Avignon Creative Director Saatchi @Saatch commented, Camry has undergone a total transformation, from a proven sedan to one that pushes the limits. The redesigned exterior is enhanced by a sleek, flowing shape with an evocative look that’s less subtle and more seductive. The interior completely puts a premium on your comfort with available panoramic glass roof inviting in more than twice the light of a traditional moonroof. Featuring red leather seats the XSE and SE models push the limits of the new, wider stance with unique catamaran-inspired accents and a black sport mesh grille that demand to be seen. Sporty yet elegant front and rear bumpers set your heart racing, while standard Toyota Safety Sense™ helps provide peace of mind. The all-new 2018 Toyota Camry is a joyride for the senses.
Audiences are asked to go in with open minds, curiosity and are encouraged to let themselves have fun and play in this space. “We built it so that people can really express themselves in different ways. People don’t always feel like they are creative, but we want everyone to know how creative they actually are and tap into new passions”. And this adult fun-house truly has something for everyone. “You can listen to a sound meditation in The Womb, get a work at the Future is Female room you can turn your energy and aggression into art by putting on a pair of boxing gloves and hitting the musical punching bags, or get an empowering airbrushed tattoo at Demi Lovato’s Power Parlor”.
As a leading digital media company based in New York that focuses on young women, Refinery29 seeks to empower them, celebrate their individuality and promote an inclusive and diverse idea of beauty. Piera shared that women empowerment was at the forefront when in putting together this exhibition, “we want women to feel safe in their power, that is why included positive and pro social messages and worked in contemporary topics that we know are important to women” and turns to the Plan Parenthood neon installation.
Inspired by Star Wars’ Carrie Fishers quote, “Take that broken heart and turn it into art”, the LA debut of Refiniery29’s 29Room show “Turn It Into Art” has been a complete success, receiving rave reviews and selling out months before it’s opening date. For those who were not able to snatch tickets this pop-up art installation, here are a few more of the highlights of this immersive and transformative experience:
29ROOMS LA – Weekend 2 – Dec 14-17
787 S Alameda Street
Los Angeles, CA 90021