29Rooms offers sensory overload during NYFW

Thursday, September 14, 2017

WILLIAMSBURG, Brooklyn (WABC) -- Tucked away inside a warehouse in Williamsburg, Brooklyn, a labyrinth of 29 enchanting art installations drew more than 20,000 people over the weekend.

Created by digital media company Refinery 29, the pop-up art exhibit known as 29Rooms featured artists from all different backgrounds, disciplines, and mediums along with collaborations from several celebrities such as Jake Gyllenhaal and Emma Roberts.

"29Rooms is really a fun house meets a museum, so it's highly interactive, but also full of culturally relevant installations and artists," said Piera Gelardi, Executive Creative Director and Co-Founder of Refinery 29.

"We wanted to celebrate the transformative power of creativity and how creativity can be a catalyst for new ideas, new thoughts for healing, and for self expression," she added.

With each room intricately designed to inspire, inform, or just evoke fun this year's themes ranged all over the map. From a sailboat surrounded by a sea of recyclables evoking environmental awareness to a virtual reality presentation called "NeuroSpeculative AfroFeminism."

Visitors from 45 different states and 13 different counties were among the massive crowds encouraged to make the experience their own.

"People have come and done music videos, people have come and done fashion shoots, made art films, taken engagement photos, we had a proposal in this space so people really use this as their stage to create," Gelardi said.

Although the exhibit sold out fast, Refinery 29 additionally gave free tickets to several colleges and non-profits in NYC including Black Girls Code, Lower East Side Girls Club, LAND Gallery, Step Up, Out In Tech, School of Doodle as well as student leaders at Medgar Evars College, NYU, Brooklyn College, Columbia, Pace University, and Marymount Manhattan.

"It really is an experience that is positive, it's meaningful, it's celebratory, and we think that there's so much room for more of that in the world right now," Gelardi said.

The exhibit concluded in New York Monday however plans are already in the works to bring the experience to Los Angeles December 7th - 10th.