Media and entertainment group Refinery29 has tasked IMG with expanding and operating its experiential offering 29Rooms.
Under the terms of the multi-year agreement, IMG will launch the event series in a minimum of four new markets, both international and domestic. The agency will also help to enhance the user experience at existing locations in New York City and Los Angeles. Meanwhile, a new international tour will make stops in Canada, Europe¬ and, potentially, in Australia and Asia.
“We're thrilled to partner with IMG to expand 29Rooms to new markets and scale the event globally for the first time," says Piera Gelardi, co-founder and executive creative director, Refinery29. "Since launching 29Rooms in 2015, we've seen a huge demand for the experience both nationally and internationally as audiences look for meaningful, new ways to interact with art, culture and each other. Through this partnership, we'll continue to experiment and advance the live event space, sparking creativity and cultural dialogue in more communities around the world.”
29Rooms is an immersive experience that launched in 2015. The event series spotlights culture and creativity in partnership with artists and change-makers to bring socially important ideas to life through installations, performances and activities.
Past collaborators include Janelle Monáe, Demi Lovato, Jake Gyllenhaal, Kesha, Lena Waithe, Kali Uchis, Rupi Kaur, Jill Soloway, Alexa Meade, Shantell Martin, Petra Collins, Cleo Wade, Planned Parenthood, ACLU, GLAAD, Snapchat, Google, Facebook and more. Refinery29 selected IMG as its global licensing agent in 2018 and is represented by WME, part of the Endeavor network alongside IMG.