Refinery29

Market New York

Walls 1

Refinery29’s third annual Instagrammable funhouse, 29Rooms, landed on Colossal’s doorstep on Wythe Avenue. The brand turned to Colossal to carry out its creative vision and celebrate the event’s theme, “Turn it into Art”. We painted the gray building an eye-catching orange and recreated artwork by illustrator Luke Choice, elevating the event space and integrating the exterior into the overall experience.

 

20,000 people from 13 countries lined up in front of the mural during the event’s three day run. Hundreds more gathered up and down the block, hoping to spot celebs and influencers making the rounds during New York Fashion Week. The energy was palpable, both on the street and online — Refinery29’s posts about Colossal’s work reached 2.5 million people, and not a day went by when we didn’t see it four or five times in our own Instagram feeds.

Luke Choice x Colossal Media x Refinery29
29Rooms mural in progress
Refinery29 mural in progress
Colossal Media for 29Rooms
29Rooms line during event
Line forming for 29Rooms event with Refinery29
Mixing paint for the 29Rooms mural