Demi Lovato, Janelle Monáe, Margot Robbie, Lilly Singh Join As Creators Alongside Jill Soloway, Emma Roberts, Sasheer Zamata, Chloe x Halle, Cleo Wade, Benjamin Shine, Lizzo, Alexa Meade, Planned Parenthood, Women’s March, The Art of Elysium, and More is what you will see at the latest Los Angeles Installation.
Thursday, December 7 through Sunday, December 10
Thursday, December 14 through Sunday, December 17
Times: 11:00am to 10:00pm PT
Location: ROW DTLA, Los Angeles, CA
Refinery29, the leading digital media company for young women, announced Los Angeles’ first-ever 29Rooms, the company’s acclaimed immersive exhibition of style, culture, and technology. With record-breaking ticket sales, the activation in Los Angeles takes place over two weekends, December 7 – 10 and December 14 – 17, and features a combination of experiences from the recent New York exhibition, as well as new talent and brand rooms. 29Rooms will include unique standalone installations and activations, with every touchpoint created in collaboration with visionaries and partners that reflect Refinery29’s commitment to supporting creative talent and content that drives vital conversation, inspiration and positive change.
This year’s theme, “Turn It Into Art,” celebrates the transformative power of creativity and explores how art influences emotion, shifts perspectives and encourages experimentation. Each activation puts the audience at the center of the event, igniting a live social broadcast of self-expression.
A diverse group of collaborators spanning the spectrum of art, style, entertainment, technology, social good, and more, will play a role in the shared storytelling experience. New additions to the 29Rooms collaborator group in LA include: Demi Lovato, Janelle Monáe, Margot Robbie, Lilly Singh, alongside previous collaborators Jill Soloway, Emma Roberts, Benjamin Shine, Chloe x Halle, Sasheer Zamata, Lizzo, Alexa Meade, Cleo Wade, Planned Parenthood, Women’s March, and The Art of Elysium, and more. (A full list of the rooms and collaborators can be found in the appendix, below.)
Rooms designed in partnership with brands including adidas, Google Pixel 2, Marc Jacobs DAISY, Netflix’s “The Crown,” Perrier, SheaMoisture, Toyota, and Urban Decay Cosmetics will build upon Refinery29’s commitment to innovative commercial partnerships that use powerful storytelling and artful creative work to drive one-to-one connections and more meaningful relationships with their highly engaged audience.
“Over the past three years, 29Rooms has captivated New Yorkers with an experience designed to fuel their own creativity,” said Refinery29 co-founder and Executive Creative Director Piera Gelardi. “29Rooms started as an idea to create an exhibition that pairs the joy and play of a funhouse with the cultural relevance of a museum — a space where you’re encouraged to sit on, wear, and touch the art, and push the boundaries of how people interact. Now, with our West Coast debut, we are breaking down the walls of physical and geographical limitations, inviting more people to explore this fun world, and inspiring them to create their own. ”
Refinery29 will also be expanding the franchise with the launch of a new capsule collection of signature merchandise so people can own a piece of the 29Rooms experience. Now available for purchase online at shop.29rooms.com, the limited-edition line will also be available via a pop-up store at the LA exhibition. The collection will include 29Rooms designs, as well as R29 merchandise for super fans. Carried in sizes up to 3x, this line of 24 items will feature everything from commemorative tees and stickers, to more trend focused items like beanies and bomber jackets. A portion of sales proceeds will also go to Step Up.
Since its inception in 2005, Refinery29 has curated experiences for its audience across multiple platforms including online, mobile, video, and live events. The 29Rooms franchise has grown into the company’s most expansive offline activation. Instituting a ticketing program this year for the first time to minimize wait time and optimize the user experience, Refinery29’s 29Rooms has sold out nearly 45,000 tickets total. A portion of ticket sale proceeds will go to 29Rooms non-profit partners.