Blurring the lines between art fair, interactive exhibition, and a funhouse, Refinery29 created a massive interactive installation which became a social media deluge for Fashion Week. A colorful, shareable amalgamation of art, fashion, and technology, 29Rooms was the vision of Piera Gelardi, Refinery29’s co-founder and executive creative director, and Albie Alexander Hueston, the company’s creative director of experiential.
“Art and fashion can intimidate people,” said Gelardi. “We wanted to encourage people to play in this place, and to be free.”
Out of the 29 Rooms that were created for the space (which featured rooms by artists like Nick Kuszyk, Abbi Jacobson, Kate Moross, Daniel Rozin ––among many others), Shantell created a refuge which was meant to reflect her own creative process and give visitors an insight into her mind and inner workings.