Before Instagrammable pop-ups popped off, Refinery29 disrupted the exclusivity of New York Fashion Week with 29Rooms—an immersive art and style funhouse open to everyone.

As “the voice of 29Rooms” in its first two years, I wrote digital, social, and OOH ad copy and on-site collateral for all 29 of those rooms. I collaborated with the R29 Events team, brand partners (Disney, Old Navy, Ford, Perrier, Puma, etc.) and artists (Lady Gaga, RuPaul, Solange Knowles, etc.) on rooms that explored style, identity, politics, and creativity.

29Rooms was a blockbuster success and won the Clio Fashion & Beauty Gold Award for Event/Experiential. It expanded to a ticketed traveling exhibition in its third year and eventually became one of Refinery29’s top revenue drivers.