To have a good time its twentieth anniversary, Refinery29 is bringing again its iconic 29Rooms expertise — however with a recent new twist. This yr, it’s hitting the street because the 29Rooms Highway Journey, kicking off with The Lunar Lounge, an immersive occasion that debuted over the weekend in Palm Springs, California. Set in opposition to the gorgeous desert backdrop throughout weekend certainly one of Coachella, the activation marked an thrilling new chapter for the beloved model expertise.
29Rooms was one of many first vital pop-up experiences, debuting in New York Metropolis throughout Vogue Week in 2015. That includes 29 artist and brand-collaborated rooms, the occasion aimed to disrupt the exclusivity of Vogue Week with immersive, interactive installations.
“For twenty years, Refinery29 has been devoted to creating moments and choices that resonate deeply with our viewers,” shared Rheanna Gaskin, Head of Experiential, Refinery29 in a press launch. “We take heed to our group – leveraging knowledge and insights – and translate what we study into moments that matter. The return of 29Rooms is a testomony to that dedication, providing immersive experiences and environments that commemorate individuality, spark creativity, and foster an actual sense of connection.”
Refinery29 remodeled a Palm Springs villa into an immersive oasis the place magnificence, artwork, and wellness seamlessly got here collectively. Set in opposition to the dreamy desert backdrop, the house invited friends to discover indoor and out of doors experiences full of creativity, self-expression, and enjoyable. The debut of this expertise was known as The Lunar Lounge: A Cosmic Recharge Expertise. Drawing inspiration from the Greek goddess Eos, it centered round self-care rituals and significant conversations about girls’s well being—all wrapped in a celestial aesthetic designed to assuage the soul and spark reflection.
Since then, 29Rooms has advanced far past its authentic idea. Now, it’s hitting the street, assembly audiences the place they’re and celebrating the distinctive tradition of every metropolis it visits. Each cease on this cross-country journey options recent, playful activations that highlight individuality, foster inspiration, and strengthen group connections.
“This isn’t only a comeback – it’s a leap ahead,” added Gaskin. “We’re honoring the previous 20 years whereas waiting for the subsequent 20, main with innovation and connection.”
