PERRIER: 29ROOMS
The first branded room at fashion week’s biggest party.
The opportunity
29Rooms is Refinery29’s funhouse of style, culture, and creativity, featuring stunning Instagram-worthy rooms experienced by thousands in-person and millions more online. We partnered with Perrier to go beyond the bubble and create an immersive art experience that fit into 29Rooms authentically and created an immersive experience both IRL and on social.
The work
As the Creative Director overseeing all branded content at Refinery29, I worked with the Perrier team to concept, pitch and oversee the creation of “Beyond the Bubble”.
The experience felt like stepping inside a can of Perrier. Attendees were able to capture what makes them extraordinary on orbs. Over 8,000 orbs were cast over the weekend. The room was stocked with ice-cold Perrier to sample and made Perrier the defacto refreshment of the event. The physical space was just the beginning. We extended it with sponsorship on Refinery29.com, a custom Snapchat filter and partnerships with influencers.
The results
One in two users on Instagram saw a mention of 29Rooms. Perrier received 180MM+ Instagram impressions, 1.9 million+ views of the custom Snapchat filters, and over 730,000 #29Rooms mentions across Instagram. By leveraging influencers, Perrier was also able to garner 11.7MM earned reach.
- AdWeek: "29Rooms, an installation that is full of funky works of art that are designed to inspire creativity – and Instagram posts"
- Observer: "There are near infinite possibilities for gorgeous selfies found around each corner, plus a chance to escape reality for an hour or two inside a tricked-out warehouse of fantastical art."