BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Strategy

Design Inspiration: See Inside Refinery29's Multi-Sensory Playground

The first west coast edition of the media brand's popular 29Rooms featured messages of empowerment paired with unconventional materials and social media-friendly artwork.

Claire Hoffman
December 12, 2017

Refinery29’s whimsical funhouse expanded west for the first time this year, taking over a parking lot in the Arts District for two weekends in December. 29Rooms Los Angeles—held at Row DTLA from December 7 to 10 and 14 to 17—features installations by contemporary artists, celebrities, and brands, all centered around the socially conscious theme of “Turn It To Art”: using the power of creativity to drive positive change. 

“Three years ago, we kicked off 29Rooms in New York City as an experiment,” said Refinery29 co-founder and executive creative director Piera Gelardi. “We wanted to create a space that was a celebration of creativity and embraced storytelling through experiential. Given the momentum of the event, we decided that this year was the right year to expand, and Los Angeles was the right place to expand to because it's a mosaic of so many industries, cultures, and ideas. With legendary film roots, a vibrant art and music scene, and the ever-growing convergence of tech, entertainment, and media—we thought it would be the perfect stage to activate people's creativity.”

While the pop-up's New York counterpart—which was held in September—had the same theme, the sold-out Los Angeles edition offers 13 colorful new rooms designed by the likes of Demi Lovato, Janelle Monáe, Margot Robbie, Lilly Singh, and more, as well as brands such as Adidas, Google Pixel 2, Netflix, and Urban Decay Cosmetics. Popular rooms from this year’s New York event were included, such as installations from Jill Soloway, Chloe x Halle, and Planned Parenthood.

[PULLQUOTE]

Also new in Los Angeles was the "29Rooms After Dark" option, where guests paid more for a less-crowded experience, plus cocktails, live performances, and a chance to tour the installations with the creators themselves. Refinery29 also used the L.A. event to launch a new collection of merchandise including 29Rooms T-shirts, stickers, beanies, and more; a portion of sales go to Los Angeles-based charity Step Up.

Like in New York, the experience took 200 people to build over the span of one month. The landscape of Los Angeles, however, created some intrinsic changes. “One big difference between L.A. and New York City is recognizing accessibility and the logistical aspects of how people see and experience the space,” said Gelardi. “In New York, most places can be reached via subway, whereas in Los Angeles, most people get around via cars. In both places, we worked to find a physical location that is within proximity to a large group of people and to navigate arrivals, queues, and neighborhood suggestions.”

The west coast event also took over a different type of space. “We've moved into a completely new type of venue—an enormous domed tent,” explained Gelardi. “It feels a little like a spaceship on the inside and we are really excited to transport folks into a new world. Our funhouse in New York has always been based in warehouses, so it has been really wonderful to branch out of what we know to create something beyond what people have experienced before.”

Beyond the changes, what remains is an artsy, unique playground made from thousands of unconventional materials, including 2,500 pounds of pink sand, 1,800 pounds of gold Mylar confetti, 1,500 yards of yarn, 3,000 plastic bags, 71 disco balls, 1,500 flowers, 162 mirrors, and even 10,000 condoms. Perhaps the most eye-popping number of all is the social impressions: 29Rooms is expected to generate 950-million social-media impressions, reaching one-in-two Instagram users worldwide.

Click through the slide show to see some of the unusual details and inspiring art from the eight-day event, which is expected to draw nearly 25,000 people from 28 states and 10 countries.

What’s Your Frequency?
What’s Your Frequency?

The room by actress and singer Janelle Monáe tackles the intersection of art and technology, specifically the ideas of mass surveillance. More than 160 mirrors document visitors’ moves, then display the footage on screens on the heads of mannequins.

Photo: Emma McIntyre/Getty Images for Refinery29
Just Be
Just Be

The room by spoken-word artist Ashlee Haze, conceptual artist Jonathan Rosen, and art-tech company Wallplay is one of may spaces to play up themes of empowerment. On the walls are words of self-acceptance from Haze, while an interactive mirror from Rosen flipps through a series of positive affirmations.

Photo: Emma McIntyre/Getty Images for Refinery29
The Power Parlor
The Power Parlor

Singer Demi Lovato’s installation is a black-and-white temporary tattoo parlor where guests can turn their personal journey and struggles into art. Five tattoo options, inspired by Lovato’s own tattoos, feature messages of courage and self-confidence.

Photo: Emma McIntyre/Getty Images for Refinery29
Portraits of Self-Expression
Portraits of Self-Expression
Urban Decay Cosmetics embraced the idea of makeup as a form of self-expression, creating a glitter-filled space full of picture frames for guests to pose in. The frames feature phrases such as “Troublemaker” and “Glitter is my favorite color.” A bowl in the center of the room offers makeup samples.
Photo: Emma McIntyre/Getty Images for Refinery29
Flavor Chambers
Flavor Chambers

Water brand Perrier and artist Hottea created a colorful installation made from 1,500 linear yards of yarn. Guests can immerse themselves in scented listening booths designed to inspire creativity. Each area is marked with a tongue-in-cheek phrase based on the flavor, such as “You’re one in a melon” and “I love your zest for life.”

Photo: Emma McIntyre/Getty Images for Refinery29
Girl Love
Girl Love

Entertainer Lilly Singh also focused her installation on female empowerment, presenting women as superheroes and attempting to break down the cycle of girl-on-girl hate. Refinery29 staffers acted as models for the painted work. Attendees are also invited to enter a phone booth and call a female friend to spread a message of love.

Photo: Emma McIntyre/Getty Images for Refinery29
Gender Neutral
Gender Neutral

Transparent creator Jill Soloway and artists Xavier Schipani recreated a gender-neutral high-school bathroom where visitors can hear first-person stories about gender identity from Roberta Colindrez, Rhys Ernst, Alexandra Grey, Amos Mac, Bashir Naim, and Pigeon Pagonis. Graffiti on the walls includes phrases such as “Defy the hand you’re dealt” and “Every body welcome.”

Photo: Emma McIntyre/Getty Images for Refinery29
One Woman, Many Crowns
One Woman, Many Crowns
Netflix series The Crown also has a room, which explores the many roles—or “crowns”—Queen Elizabeth II has worn in her lifetime. Guests take photos in each of her crowns, reflecting on her role as a wife, mother, sister, sovereign, and visionary. The purple exhibit features a jaw-dropping 1,800 pounds of gold Mylar confetti that can be added to the photo ops.
Photo: Emma McIntyre/Getty Images for Refinery29
The New World
The New World

Toyota created a surrealist room that aims to show how it feels to drive its new 2018 Camry. Guests can climb inside the car and check out a futuristic space depicting astronauts, 3-D butterflies, and other quirky details.

Photo: Emma McIntyre/Getty Images for Refinery29
Fair Grounds
Fair Grounds

A colorful, interactive fairground is a collaboration between Google Pixel 2 and artist Nina Chanel Abney. In addition to games and slides, the space features thought-provoking artwork adorned with phrases such as “Does identity have to mean one thing?” and “We are all the same.”

Photo: Emma McIntyre/Getty Images for Refinery29
Tales We Tell
Tales We Tell

In a room created by Belletrist book club founders Emma Roberts and Karah Preiss, a larger-than-life typewriter is adorned with a quote from Joan Didion. Aiming to celebrate female authors and the art of storytelling alive, dozens of empty books are available for attendees to write in. New to the Los Angeles edition, Belletrist is partnering with L.A.-based book-donation service Re-Book It and local store the Last Bookstore; attendees are invited to donate used books throughout the two weekends.

Photo: Emma McIntyre/Getty Images for Refinery29
The Trophy Room
The Trophy Room

I, Tonya star Margot Robbie’s installation features a mountain of 206 trophies, plus flags that attendees can wave for an empowering photo op.

Photo: Emma McIntyre/Getty Images for Refinery29
World of Daisy
World of Daisy

A surreal floral landscape was created in collaboration with Marc Jacobs Fragrances to celebrate its Daisy scent.

Photo: Emma McIntyre/Getty Images for Refinery29
Here to Create
Here to Create

Adidas offers a running energy station aimed to inspire attendees. The clean, bright space was lit with 12,000 LED pixels. 

Photo: Emma McIntyre/Getty Images for Refinery29
Dreamer’s Den
Dreamer’s Den

In a dim, speakeasy-like space, guests can write down their most vivid dreams, then singer Darby Walker will interpret them through song. The surreal, interactive jazz club is a collaboration between Walker and artist Juno Calypso.

Photo: Emma McIntyre/Getty Images for Refinery29
Under the Shea Tree
Under the Shea Tree

Twenty-five hundred pounds of pink sand make up SheaMoisture’s room. The peaceful space, which is surrounded by a canopy of tree silhouettes, allows guests to relax and watch videos discussing the impact of the brand’s ethical supply chain.

Photo: Emma McIntyre/Getty Images for Refinery29
Cotton Incorporated's Installation
Cotton Incorporated's Installation

While not one of the official rooms, Refinery29 and Cotton Incorporated created an on-site installation that raises awareness of the recycling process for jeans. Three-hundred pairs of recycled denim jeans created a flat house, which is an optical illusion that changes perspectives depending on where guests are standing.

Photo: Emma McIntyre/Getty Images for Refinery29
Latest in Strategy
Firmbee Com Jrh5l Aq M Is Unsplash
Strategy
How Higher Tariffs Are Impacting the Event Industry
As of press time, both the Palisades and Eaton fires were almost 100% contained.
Opinion & Experts
The Case for Hosting Events in Los Angeles Right Now
Sometimes, leaning into the season through cozy, winter-inspired decor can add a natural warmth to your event design. For a corporate holiday party held in December 2023, Sterling Engagements created a stylish wintry retreat in a lodge-like setting. The space featured snow-dusted trees, serene blue lighting inspired by the winter sky, and a color palette complemented by shimmering metallics that were designed to catch the light. The centerpiece of the festive gathering was the plaid dance floor and eye-catching ceiling installation, which mixed different mediums including winter greens, pine cones, starbursts, and more. Florals furthered the whimsical, wintry theme.
Strategy
20 Toasty Tips for Keeping Guests Warm at Winter Events
Hannah Johnson of Perennial Zero Waste has consulted on waste management for REI events since 2019.
Strategy
How REI (Literally) Takes Out the Trash at Events—and What Event Profs Can Learn From It
Related Stories
The Coding with Candy activity, developed by a former NASA scientist, uses gum balls to teach kids the basics of coding for robots at home and in space.
Strategy
How This Experiential Pop-Up Uses Food to Teach Kids About Tech
The sender receives the top three gift options within the specified budget range for each recipient based on the digitally sleuthed clues.
Strategy
How Facebook May Impact Your Next Corporate Gift
Perezchica incorporated pops of color like bright-blue chargers into the design of each table to complement the furniture.
Strategy
SOCIAL MEDIA
The festival gathered over 75,000 attendees each day to see headlining acts such as Jay-Z, Red Hot Chili Peppers, The Killers, and Gorillaz.
Strategy
After Las Vegas, How Austin City Limits Changed the Festival Experience
More in Strategy
Strategy
How Higher Tariffs Are Impacting the Event Industry
Event profs weigh in on this hot economic topic and share how the increased costs are affecting their businesses.
Firmbee Com Jrh5l Aq M Is Unsplash
Opinion & Experts
The Case for Hosting Events in Los Angeles Right Now
Local event professionals share how the wildfires have impacted their events—and why bringing productions to Los Angeles right now is safe and more important than ever.
As of press time, both the Palisades and Eaton fires were almost 100% contained.
Strategy
20 Toasty Tips for Keeping Guests Warm at Winter Events
Discover how to infuse warmth into your event—without sacrificing style and creativity.
Sometimes, leaning into the season through cozy, winter-inspired decor can add a natural warmth to your event design. For a corporate holiday party held in December 2023, Sterling Engagements created a stylish wintry retreat in a lodge-like setting. The space featured snow-dusted trees, serene blue lighting inspired by the winter sky, and a color palette complemented by shimmering metallics that were designed to catch the light. The centerpiece of the festive gathering was the plaid dance floor and eye-catching ceiling installation, which mixed different mediums including winter greens, pine cones, starbursts, and more. Florals furthered the whimsical, wintry theme.
Strategy
How REI (Literally) Takes Out the Trash at Events—and What Event Profs Can Learn From It
Waste management is a major part of the outdoor retailer's sustainable event practices.
Hannah Johnson of Perennial Zero Waste has consulted on waste management for REI events since 2019.
Strategy
Does Your Event Need a Custom Scent?
The right aroma can enhance your event’s atmosphere and leave a lasting impression—without overpowering your attendees.
How to Use Scents at Events
Strategy
18 Fun Ways to Keep Guests Cool at Outdoor Events
From misting stations to cooling towels, these creative (and often unexpected!) ideas can help your event guests beat the heat this summer.
At Lollapalooza 2019, Pepsi offered shade under a giant prop rainbow. Guests could also swing under cloud-shaped balloons. See more: Lollapalooza 2019: Inside Guest-Focused Brand Activations from Brands Like Pepsi and Cupcake Winery
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Brands & Event Pros
Industry Innovators 2025: Sephora
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Innovators
Industry Innovators 2025: Netflix
Brands & Event Pros
Industry Innovators 2025: Chase
Strategy
Tips for Hosting an Event Inside an Airplane Hangar—Where Not Even the Sky Is the Limit
Take insights and inspiration from the grand opening of The Executive Hangar, a new venue in Fullerton, Calif.
'Tap into travel,' Borunda advises of hosting inside an airplane hangar. 'Hosting an event at a hangar opens doors to many fun themes. Lean into the obvious aviation or travel themes, and decorate with planes and helicopters. Other fun themes can be ‘launch’ parties; milestones ‘reaching new heights’; or anything that can be a fun play on words in relation to planes, helicopters, or the hangar.'
Strategy
How to Shut Down a Major City Strip for a Single-Day Food and Wine Fest
We spoke with the production team behind the Las Olas Wine & Food Festival to talk strategy—along with all the food, beverage, and activation highlights.
The one-night-only Las Olas Wine & Food Festival Tasting Pavilion took over five city blocks and several side streets. A production management team of 40, along with various activation partners who brought the sponsorships and experiences to life, were given just 24 hours by the City of Fort Lauderdale to build, execute, and break down the festival.
Strategy
Q&A: Inside the Record-Breaking Sustainability Efforts at This Year's Mardi Gras
Through its new Recycle Dat! initiative, New Orleans managed to divert over 10 tons of waste from landfills during last month's citywide celebration.
Mardis Gras 2024 Sustainability Efforts
Strategy
9 Tips for Effectively Repurposing Event Content
Events and conferences can be a treasure trove of content that, if used wisely, can keep your audience engaged all year. Here's how to repurpose content effectively.
Tips for Repurposing Event Content
Strategy
10 Tips on How to Optimize a Private Dining Room for Events
From Miami to San Diego, we spoke with 10 event professionals about what to look for in a private dining room when planning your next event.
At Twenty-Eight Atlantic at Wequasset Resort & Golf Club on Cape Cod, the private dining room's focal points are its floor-to-ceiling windows that offer views of Pleasant Bay.
Strategy
9 Ways to Minimize Travel-Related Delays to Your Event
According to the Bureau of Transportation Statistics, 20.8% of flights have been delayed so far in 2023. Here's how to keep unexpected travel woes from ruining your event.
Shutterstock 335469545
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.