// refinery unrefined 29rooms


// Shoppers Drug Mart partnered with leading global media and entertainment company Refinery29 to create an ultra immersive experiential room in a Toronto-based pop-up called 29rooms.

Shoppers’ “shop class” room allowed for visitors to create a beauty tool kit with the help of a make-up influencer and beauty expert onsite. The idea is step inside, pick up a drill, and build a personal beauty tool kit using top products.

The overall event was designed to expand reality experiences through the curation of creative, bold and thought-provoking moments in multi-sensory spaces. The space was created in collaboration with global artists, creators, visionaries, causes and brands. Each room includes visitor activities and a few phone-free experiences to ignite engagement, self-expression, storytelling + dialogue. The event runs until 10/6.