REFINERY 29

29 Rooms

An immersive Instagram playground for NYFW. Collaborating with the Refinery29's experiential team and the Gathery, VGP produced and was the project manager for a legendary party and weekend-long experience welcoming fashion world heavyweights and readers of the site alike.

The Concept.

29Rooms celebrated the company's 10 Year Anniversary and invited fans to interact with Refinery29 in the flesh, exhibiting that its POV stretched far beyond fashion and covered an entire lifestyle-music, politics, health, body image, film, and more.

Vance Garrett Productions | 29 Rooms | Refinery29

The Rooms.

The rooms themselves not only provided readers with opportunities to see, touch, hear, and dance with the brand-integrating experiences ranging from VR to sound installations and mazes-but they were also a platform for Refinery29 to collaborate with some of their favorite artists, partners, and visionaries, including Petra Collins, Print All Over Me, Saint Heron, Shantelle Martin, Charlotte Tilbury, the Lower East Side Girls Club, Hisham Bharoocha, and others.

Vance Garrett Productions | 29 Rooms | Refinery29
Vance Garrett Productions | 29 Rooms | Refinery29
Vance Garrett Productions | 29 Rooms | Refinery29
Vance Garrett Productions | 29 Rooms | Refinery29
Vance Garrett Productions | 29 Rooms | Refinery29
Vance Garrett Productions | 29 Rooms | Refinery29
Vance Garrett Productions | 29 Rooms | Refinery29

The Results.

29Rooms kicked off with one of the most discussed parties of Fashion Week-hosted by Drew Barrymore and a guest list including Solange Knowles, Zoe Kravitz, Alexa Chung, Alan Cumming, Rose McGowan, and others-#29Rooms was a trending tag on Instagram, and the project garnered over 1 billion media impressions.

Vance Garrett Productions | 29 Rooms | Refinery29