How do you connect with a generation that primarily consumes experiences? For New York Fashion Week, The Innovation Group attended 29Rooms, Refinery29’s Instagram-optimized, political, and heavily-branded funhouse, to get a glimpse at the new brand temples that are the future of experience.
Now in its third year, 29Rooms aims to “combine the interactivity of a funhouse and cultural relevance of a museum,” explained Piera Gelardi, cofounder and executive creative director of Refinery29. In the vein of experiences like the Museum of Ice Cream or San Francisco’s Color Factory, the event seemed designed for Refinery29’s audience to engage emotionally.