Refinery29’s 29Rooms experience has returned to its roots.
The fourth 29Rooms, in which attendees can roam around a warehouse and pop into 29 different rooms designed by artists and brands, started last weekend and continues this weekend.
It marks 29Rooms’ return to Brooklyn after appearances in L.A., San Francisco and Chicago. Created on Refinery29’s 10th anniversary, the branded, artistic, experiential event features partnerships with brands for nine of its 29 rooms and artists for the others. The company is expecting more than 25,000 people to walk through its doors for this year’s “Expand Your Reality”-themed rooms in Brooklyn.
Adweek took a look at this year’s space and chatted with Piera Gelardi, executive creative director and co-founder of Refinery29, and participating brands including Aldo and Reebok.
Visitors can see 29Rooms for themselves at 588 Baltic St. in Brooklyn through Sept. 16. General admission tickets guarantee a three-hour session and cost $39.99.