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The 29Rooms production team comprises more than 200 people. The experience took a full month to build. The number of total social media posts associated with 29Rooms has currently surpassed 729 million potential impressions, double from last year.

Refinery29 partnered with Snap Inc. to launch a Spectacles rental program at the exhibition. A limited number of attendees per session were offered a pair of Spectacles to capture the experience. “Snaps” that are captured with Spectacles transfer wirelessly to a user’s Memories in Snapchat and are saved in a circular video format. The videos can then be uploaded to a Snapchat story.

In the “Art Heals” space, which was created with nonprofit organization Art of Elysium, guests were able to decorate the large paper lanterns.

Alexa Meade’s “Become the Masterpiece” allowed guests to turn themselves into art with painted props like coats, sunglasses, and umbrellas.

The multi-sensory “Erotica in Bloom” from Maisie Cousins featured 1,500 flowers.

Inspired by the sexual symbolism of flowers, guests were able to step inside oversize “blooms” to experience custom sounds, as well as scents.

Katie Kim, manager of brand partnerships and experiences at Cadillac, explained that “The Art of Innovation,” which was created in collaboration with fashion designer Jason Wu, represented the stages of the creative process, from idea to completion, and was designed to be Instagram friendly. “There has to be a money shot. There has to be a way for someone to get a Boomerang. Which is why the lighting is dynamic,” she said.

The sound and visual installation “Harmony” was a collaboration between British artist and designer Benjamin Shine and sisters and recording artists Chloe x Halle. The rotating artwork explores the intertwining layers that make up the bond of sisterhood.

In collaboration with Planned Parenthood, the large-scale installation “Bright Future" used bright neon signage to highlight healthcare issues. Guests could also listen to stories from people who’ve been touched by the organization, as well as pledge their support.

For “Light It Up,” Symmetry Labs used stacked cubes of LED lights to form a musical installation that reacted to a guest’s movements.

For “Ocean of Creativity,” Korean contemporary artist Jee Young Lee turned trash collected from around New York City into a seascape portrait, which consisted of 9,800 bottles, 4,000 bottle caps, and 1,500 wine corks.

Aldo worked with Refinery29 to create “Love Walk,” a glowing runway surrounded by a coiled structure covered in nearly 250 shoes and pulsing light. The walls featured messages inspired by the brand's fall campaign.

Featuring the music of rapper-singer Lizzo, “Move and Be Moved” included 71 disco balls and headphones for a silent dance party.

Dunkin’ Donuts Coffee at Home created a "kitchen" where guests could taste the brand’s Bakery Series coffee flavors and vote for their favorite.

Brooklyn-based visual artists Chiaozza designed “Cloud Pool” where guests could jump into a pile of 1,980 purple foam blocks and colorful inflatables.

Juicy Couture’s Glacé Getaway featured a tropical vacation setting with an icy twist: a life-size snow globe, a snow-covered floor, and an icicle-decorated lifeguard chair.

Illustrator Jen Mussari designed hand-painted punching bags and gloves for “The Future Is Female” installation. Electronic music artist Madame Gandhi created beats in the space that guests could turn on by punching the bags.

Inspired by the Women’s March on Washington, the room titled “Hear Our Voice” featured artwork created in collaboration with Refinery29, as well as work by Amplifier.

Postcards were available for guests to write a message to their state's U.S. senators, which Refinery29 mailed out after the exhibition.

Earlier in March, Old Navy kicked off its campaign in Brooklyn with a mural that was hand-painted by artist Kelsey Montague. A version of the street art greeted guests at the West Edge event.

The event showcased the brand’s new “Greenhouse Charm” spring dresses.

For the event, Old Navy wanted to bring to life its latest TV spot, which features pro female skateboarders in its spring dresses.

“Wearing dresses to skateboard is a great expression of that spirit, and you'll see the philosophy carry over into everything we do,” said Julie Luker, Old Navy’s PR and digital engagement director.

Playful elements of skateboard culture such as floral-decorated skate ramps, helmets, and backpacks filled the space.

A photo backdrop spelled out “Hi!” with skater wheels in pink, orange, and white.

Helmets and sneakers were provided so attendees could test out their skateboarding skills.

At the D.I.Y. skateboard station guests could choose to design their own tray or coat rack using a selection of funky printed skateboard decks.

Bright and colorful floral crowns from Crowns by Christy complemented the dress collection and added contrast to the skater vibe.

Guests could make their own custom blends of tea while nibbling on breakfast treats like artisanal pop tarts and mini sandwiches.

For the first time, the event included a remote DJ booth; which featured sets between acts by SKAM DJ, Saint Clair. It towered more than 12 feet high and 12 feet wide, and was constructed with LED tiles that displayed animated event creative and social hashtags throughout the day. It also help kept attendees feeling connected throughout the event's large footprint.

YouTube’s partner reception, held on June 22 at the Hyatt Regency, was overseen by the Google events and experiences team. Designed by MAS Event & Design, the event was inspired by Route 66, a historic highway that ran from Chicago to Los Angeles. Retro neon road signs provided by Heaven or Las Vegas greeted guests at the entrance to the party.

In keeping with the Route 66 theme, a retro diner-inspired lounge featured a Mustang convertible that was converted into couches. “The party didn’t need to tie back into any specific content, so we had a little more flexibility to come up with a unique theme,” explained Choi. “We came up with a treatment that would tie together roadside attractions, that feeling of being in a car, and where you would stop on iconic Route 66, and started to design the space around these ideas.”

Seating areas throughout the event were inspired by highway rest stops. Blueprint Studios and Cort Event Furnishings provided rentals for the evening.

A beer bar was modeled after retro gas stations, with gas pumps serving as beer taps. Food and beverage was provided by the Hyatt Regency’s in-house catering team.

The event’s DJ booth was inspired by the film marquees seen in towns along Route 66. Creative Technology handled audio for the event.

A lounge evoked the southwestern United States with a teepee, colorful rugs, and lounge chairs.

YouTube's keynote, which took place on June 22 at the Anaheim Convention Center, was inspired by the YouTube Red show Good Mythical Morning. The brand used the speech to announce its latest developments, including new virtual-reality products, in-app messenger services, and programming for YouTube Red.

In another nod to a new YouTube Red original show—Escape the Night 2—an escape-room-style activation was erected on the convention-center floor. The YouTube client team worked with Enigma Escape Rooms, an escape-room consultant, to create the puzzles.

Costumed actors assigned guests a character from the show using a palm-reading app designed by DeepLocal, then guided them through the experience.

Inside the escape room, a series of puzzles unlocked clues that eventually led to the way out of the room. Props throughout the space helped recreate one of the show’s episodes, and were tied to clues. Pinnacle Exhibits handled the fabrication, while Blueprint Studios provided rentals.

The entrance to the B-to-B lounge at the Anaheim Convention Center was marked by a large logo featuring illustrated posters of YouTube creators.

“MAS worked with a whole group of illustrators to create these,” said Choi. “They were first used in an event we produce every year, the YouTube Creators Summit. We loved the illustrations so much, so we thought it would be a fun way to incorporate some of the creators into this event at VidCon.”

The lounge had a small stage for presentations, and a bar area in the back of the room allowed for conversation and networking. Greenery from La Petit Gardenia brought warmth to the space, while an LED light treatment from Felix Lighting gave it a modern twist. Aramark handled the catering.

Smaller networking lounges were set up throughout the foyer in living-room settings where YouTube content played on television screens. Blueprint Studios and Taylor Creative provided rentals.

The ballroom in the Hyatt Regency was transformed into a lounge for YouTube's creators to relax, network, and work. The interior was designed with outdoor lounge furniture, succulents, and colorful rugs, while a patio featured Astroturf-padded vignettes with hammocks, lounge chairs, and a teepee. Rentals were provided by Shelter Company, Taylor Creative, Yeah! Rentals, and Cort Event Furnishings.

“[The Creator Lounge] was a brand-new activation for this year, so we got to start from scratch with the mindset of making a warm and inviting space for creators,” said Choi.

A photo booth by PopSocial had a summer-inspired backdrop, with a wall of greenery and colorful props and icons.