Take a look inside Refinery29's immersive shopping experience 29Rooms

From disco dancing to denim and artwork, here’s a sneak peak of 29Rooms—Refinery29’s interactive fun house
By Jennifer Picht |
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No matter where you rank in the fashion hierarchy, cool-girl lifestyle website Refinery29 wants everyone to experience what will be the can’t-miss NYFW event of the year: 29Rooms. It’s also the brand’s 10th anniversary, so R29’s founding partner and Executive Creative Director Piera Gelardi (and a bunch of badass artists like Danielle Levitt and Petra Collins, plus brands like Print All Over Me) created a free, fully immersive fun house comprising 29 themed rooms that push the envelope on current issues like body positivity, the Presidential Election and hot trends like pastel hair color. You’ll want to linger inside the Denim Workshop with Old Navy, where BPD Washhouse technicians will show you how to style denim using distressing skills while customizing your own take-away tote bag. The tour ends with the Handbag Castle—a giant bouncy house in the shape of, you guessed it, a women’s handbag. Here's a sneak peak of a few rooms you'll discover when you enter.

Photograph: Lauren Spinelli

Refinery29’s founding partner and Creative Director Piera Gelardi dons a floral patterned robe inside the aMaze room (a collaboration with Print All Over Me), where you can take photos and create a personalized editorial shoot through the maze-like space.

Photograph: Lauren Spinelli

Put your head in the clouds (no, really). Pop into Sound in the Clouds and listen to music curated by Saint Heron, the new movement under Solange's label, Saint Records.

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Photograph: Lauren Spinelli

Channel your inner six-year-old inside The Hairousel—a wonderland reppin' My Little Pony–inspired hairstyles, which you can play and interact with.

Photograph: Lauren Spinelli

Shantell Martin asks one of the many 1000 questions, "Who are you?" and invites you to give your answers by writing them on the walls.

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Photograph: Lauren Spinelli

“Professional doodler” Hattie Stewart designed a wild silent disco room called Art in the Dark, where you can groove to music curated by entertainment platform Tidal.

Photograph: Lauren Spinelli

“Professional doodler” Hattie Stewart designed a wild silent disco room called Art in the Dark, where you can groove to music curated by entertainment platform Tidal.

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Photograph: Lauren Spinelli

Ah, we wish all movie theaters looked as magical as this one. Watch short films from a selection of cutting-edge female directors (Crystal Moselle, Ry Russo Young, Jessica Sanders and more) inside The Desert Drive-In. And yes, the ground is covered in real sand.

Photograph: Lauren Spinelli

Embark on the journey that is 29Rooms by entering through giant lips inspired by celebrity makeup artist Charlotte Tilbury.

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Photograph: Lauren Spinelli

Inside Read My Lips, which is covered in floor-to-ceiling mirrors, leave your mark by planting a kiss on the wall.

Photograph: Lauren Spinelli

Flour shop confectioner Amirah Kassem created these delicious rainbow cakes to tempt your Sweet Tooth.

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Photograph: Lauren Spinelli

Got a message for the future President? Enter these stylized voting booths, where you can record a short message about political issues that matter to you.

Photograph: Lauren Spinelli

Got a message for the future President? Enter these stylized voting booths, where you can record a short message about political issues that matter to you.

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Photograph: Lauren Spinelli

Take photos inside this Flower Powered space, which features a dress created entirely out of blooms for you to pose in.

Photograph: Lauren Spinelli

Does this room remind you of a certain famous mouse? R29 collaborated with Disney and CONFETTISYSTEM to present a polka-dot experience reminiscent of Minnie Mouse and her iconic style. Pose for photos with props in front of the Minnie Style backdrop, and you’ll walk away with an exclusive flipbook of the images.

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Photograph: Lauren Spinelli

In partnership with the Lower Eastside Girls Club, Around The Globe highlights the opportunities the club creates through stylish mannequins dressed in outfits that represent careers around the world.

Photograph: Lauren Spinelli

This series of six doors, Fierce in Fiction, is presented by Nordstrom Rack. Peek through tiny holes in each hallway and discover whimsical dioramas inspired by two literary heroines: Alice of Alice in Wonderland and Dorothy of The Wizard of Oz.

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Photograph: Lauren Spinelli

This series of six doors, Fierce in Fiction, is presented by Nordstrom Rack. Peek through tiny holes in each hallway and discover whimsical dioramas inspired by two literary heroines: Alice of Alice in Wonderland and Dorothy of The Wizard of Oz.

Photograph: Lauren Spinelli

This series of six doors, Fierce in Fiction, is presented by Nordstrom Rack. Peek through tiny holes in each hallway and discover whimsical dioramas inspired by two literary heroines: Alice of Alice in Wonderland and Dorothy of The Wizard of Oz.

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Photograph: Lauren Spinelli

The Youth by photographer Danielle Levitt showcases a wheat paper decoupage alongside a series of videos on gender and sexual identity, which are narrated by young teens.
Photograph: Lauren Spinelli

Within a glossy white space, this room allows you to jet off to Tulum, New Orleans and Berlin for a surround-sound Virtual Vacation courtesy of Refinery29’s series "Fashionably Bound."

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Photograph: Lauren Spinelli

R29 partnered up with SIX:02 and PUMA to inspire you to Make A Pledge. Accomplish a goal or set sights on a new ambition by recording your message using stop-motion technology, which will then be projected on the wall.

Photograph: Lauren Spinelli

The Girls’ Room is a vision by fashion photographer Petra Collins. It allows you to delve into a teenager’s mind and peek around one of her most personal and private spaces: her bathroom.
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Photograph: Lauren Spinelli

The Girls’ Room is a vision by fashion photographer Petra Collins. It allows you to delve into a teenager’s mind and peek around one of her most personal and private spaces: her bathroom.
Photograph: Lauren Spinelli

The Calling All Curious room, a collaboration with Fossil, is where you’re welcome to celebrate imaginative makers and creative exploration by looking through cabinets filled with delightful curiosities.

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Photograph: Lauren Spinelli

The Calling All Curious room, a collaboration with Fossil, is where you’re welcome to celebrate imaginative makers and creative exploration by looking through cabinets filled with delightful curiosities.

Photograph: Lauren Spinelli

Take an intimate moment to appreciate body confidence inside the Beauty Beyond Size room. Enter one of the mirrored dressing rooms, which features positive audio messages by the women of ALDA, a collective of models and body activists.

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