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Refinery29’s 29Rooms LA: ‘Turn It Into Art’ Brings Innovative Commercial Partnerships through Powerful Storytelling and Artful Creative Work

Refinery29 kicked off its highly anticipated West Coast debut of 29Rooms with an opening night party celebrating the installation’s national expansion. 29Rooms LA collaborators including Demi Lovato, Janelle Monáe, Margot Robbie and Lilly Singh joined returning creators Jill Soloway, Emma Roberts, Sasheer Zamata, Cleo Wade, Benjamin Shine, Alexa Meade, Planned Parenthood, Women’s March, The Art of Elysium, Chloe x Halle, Lizzo and more. Alongside Refinery29 co-founders Piera Gelardi, Christene Barberich, Justin Stefano, and Philippe von Borries, as well as Chief Content Officer, Amy Emmerich, the installations are bringing the brand’s imaginative spirit to life with this year’s “Turn It Into Art” theme, celebrating the transformative power of creativity and exploring how art influences emotion, shifts perspectives and incites change across culture.

The evening marked the digital media and entertainment company’s interactive funhouse premiere in Los Angeles. 29Rooms: Turn It Into Art encourages guests to explore a maze-like expansive space where they can create, play & explore in the brand’s multi-sensory playground of 29 individually curated spaces brimming with inspiration and creativity. Including select installations from this year’s New York event along with a roster of new celebrities and brands, each room puts the audience at the center of the event, sparking engagement and igniting a live social broadcast of self-expression, storytelling and meaningful dialogue. No)One. Art House, the Los Angeles-based artistic collective founded by Christopher Bordenave, Sabrina Johnson, Nia-Amina Minor, and Jeffrey Ware, gave a lively performance at the exclusive event. Rooms designed in collaboration with brands including Adidas, Google Pixel, Marc Jacobs Daisy, Netflix’s The Crown, Perrier, Shea Moisture, Toyota, and Urban Decay Cosmetics built upon Refinery29’s commitment to innovative commercial partnerships that use powerful storytelling and artful creative work to drive one-to-one connections and more meaningful relationships with their highly engaged audience.

Photo By: Getty Images for Refinery29

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