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  • “The Youth” installation by Danielle Levitt

  • Artwork by Shantell Martin

  • “29 Rooms” by Refinery 29


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“29 Rooms” installation by Refinery 29

New York-based fashion, style and beauty website Refinery 29 celebrated its 10 year anniversary with an interactive installation at a 50,000 square foot warehouse in Greenpoint, Brooklyn. Titled “29 Rooms”, the installation was conceived as an inspiring funhouse that included art exhibitions, performances, virtual reality experiences, music, mural paintings, film projections and workshops. Coinciding with New York Fashion Week, the impressive installation was spread over 29 thematic rooms curated by the web’s close friends and collaborators, among them creatives like Danielle Levitt, Shantell Martin, Hattie Stewart and Petra Collins, as well as brands like Puma, Fossil and Old Navy.

Fossil prepared for the occasion a special cabinet of curiosities, titled “Calling All Curious”, which celebrated the imaginative makers, wonderers and creative explorers that inspire the brand. Old Navy, on the other hand, hosted a DIY Denim Workshop, in partnership with BPD Washhouse studio, showing visitors how to customize their denim and achieve a variety of effects, while Puma teamed up with online retailer SIX:02 for a unique stop-motion projection.

Artist Petra Collins created for the occasion an all-pink installation that evoked a bathroom; Print All Over Me covered an entire room in colorful, flower prints; doodler Hattie Stewart created a backlight extravaganza, titled “Art in the Dark”; while photographer Danielle Levitt prepared an installation, titled “The Youth”, featuring a series of evocative portraits and videos of his teenager friends. A projection room, titled “Desert Drive-In”, recreated an outdoor movie theatre, showing films by female directors, among them Jessica Sanders, Crystal Moselle and Ry Russo Young. Last, but not least, an array of rooms explored themes like politics, body image and gender identity, in collaboration with organizations like the Lower Eastside Girls Club.

“For 29Rooms, we’ve partnered with some of the most creative minds across genres to build one big, visually-driven playground—truly a one-of-a-kind destination, ” explained Piera Gelardi, Refinery29’s founding partner and Executive Creative Director. The entrance-free installation was inaugurated with an amazing party co-hosted by Drew Barrymore, Alexa Chung and Zoe Kravitz, and remained on view until September 12, 2015, at 15 Huron Street, Greenpoint, Brooklyn.