Demi Lovato, Janelle Monáe Create Spaces for 29Rooms' L.A. Debut

Demi Lovato Janelle Monae
Michael Kovac/Getty Images for Refinery29 

29Rooms Collaborators Lilly Singh, Demi Lovato, Janelle Monae and Lizzo attend Refinery29 29Rooms Los Angeles: Turn It Into Art Opening Night Party at ROW DTLA on Dec. 6, 2017 in Los Angeles.

Refinery29’s limited-time interactive attraction opens to the public on Dec. 7 in Downtown Los Angeles.

In September, Refinery29 hosted its third-annual exploratory and Instagrammable installation of culture and technology in New York City, where collaborators included Jason Wu, Planned Parenthood and musical duo Chloe x Halle. This month, the brand is bringing the sensory experience to the opposite side of the country, expanding its imaginative celebration of diverse creativity.

Debuting in Downtown Los Angeles on Dec. 7-10 and Dec. 14-17, 29Rooms will host spaces in partnership with Demi Lovato and Janelle Monáe. This year’s theme, Turn It Into Art, is “one-part fun house, one-part museum,” Refinery29 co-founder and executive creative director Piera Gelardi tells The Hollywood Reporter.

In Lovato’s “Power Parlor,” guests are offered faux air-brushed tattoos of some of the outspoken “Sorry Not Sorry” singer’s most empowering body art, while Monáe’s “What’s Your Frequency” room channels her opinion on the government’s abuse of power and citizens’ lack of privacy, presenting security camera-filled walls and mannequins with TVs for heads.

“We took a time known for exclusivity and created an inclusive experience that brought to life all the cultural topics relevant to our audience,” Gelardi says of 29Rooms’ initial launch in 2015. “We love giving voice and space to creators who have interesting stories to tell…we have everyone from poets to electronic musicians to pop stars and visual artists bringing their ideas to life." She adds that bringing the experience to L.A. was a no-brainer, based on Hollywood’s unique offering of culture, tech, music and art.

Though tickets for the two-week pop-up have already sold out, Refinery29 has also added to its franchise, launching a capsule of signature 29Rooms merchandise so guests can bring home a piece of the experience. The collection includes branded tees, hats, hoodies, stickers, a bomber jacket and other accessories and is available online now ($10–$98), with a portion of sales benefiting Step Up, an organization focusing on helping young women and girls fulfill their potential.