The experience was a pre-festival pit stop for Coachella attendees.Photo: Lexus Gallegos for Refinery29
Hosted during weekend one of Coachella in Palm Springs, the retro-futuristic Lunar Lounge included the Stardust Cafe by Unbothered (Refinery29’s community centered on Black millennial women), astrology and tarot card readings, flash tattoos, and an escape room.
29Rooms debuted during New York Fashion Week in 2015 with 29 unique rooms and set the tone for immersive experiences going forward. The concept took a break during the pandemic and made its debut in Singapore in 2023. But 2025 marks its first time back in the U.S. since 2019—just in time for the media brand’s 20th anniversary.
“It was the right time to celebrate not only the legacy of the R29 brand but also its iconic industry-defining franchise in 29Rooms,” said Rheanna Gaskin, head of experiential for Refinery29. “We wanted to take this big moment and milestone as an opportunity to reshape it and present it in a new way, while keeping its original ethos. We know our community and brand partners have been missing it.”
This time around, instead of a one-off experience, it will be a road trip-style activation. First stop was Palm Springs with The Lunar Lounge, which featured a cosmic vibe with a color palette of pinks, purples, oranges, and blues, as well as sci-fi art installations.
While the exact schedule has yet to be released, “we’ve got our eyes on the US Open in New York and Art Basel in Miami, with other potential surprise stops along the way,” Gaskin said. “The look and feel and overall creative of each pop-up will shape-shift depending on the location and cultural moment we're building around.”
As was the case with past 29Rooms, sponsors are integrated throughout the experience. “We’ve created custom ideas for them that align with our Lunar Lounge theme.” For example, astrology readings were presented in partnership with eos, and the Lunar Cycle bathrooms, where attendees could learn about women’s health, were presented in partnership with First Response.
“Immersive experiences have become so much more than Instagrammable moments,” Gaskin said about the evolution of the concept since 29Rooms started 10 years ago.
“People are looking for community and connection and actually want to capture less on their phone and be in the moment more. They want experiences to feel more personal, impactful, and rooted in community, and they want to learn new things, meet new people, and engage in experiences that stay with them long after the event is over.”
Keep scrolling to see more from the first stop of the 29Rooms Road Trip...
