www.creativereview.co.uk: In 2015, Refinery29 launched a pop-up event to celebrate its tenth anniversary. The brand hired a venue in New York and collaborated with artists, photographers, musicians and social influencers – from Solange Knowles to doodle-bomber Hattie Stewart – to create a series of interactive installations. Each one was created with social media in mind and provided an eye-catching backdrop for selfies.
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Whew I love this installment! All art has the ability to change people’s minds, but I think this Turn Into Art theme that highlights women is extra important currently. Women in the past year have felt increasing pressure and endured insults from the United States government. To see an installment that is not only pushing back, but is in a city that has huge amounts of publicity I think is wonderful. The article lists several women and organizations that participated: “ Oscar nominee Jake Gyllenhaal, R&B duo Chloe x Halle, photographers Maisie Cousins and Juno Calypso, musician and activist Madame Ghandi, Transparent and I Love Dick producer Jill Soloway and comedian Sasheer Zamata. Women’s March and Planned Parenthood also took part.” This is a powerhouse of a coalition of women. I love the diversity of entertainment facets that each of these women came from; actor, photographers, musician, producer, and, a comedian. This band of women are strong alone, but even better together.
As a follower of Refinery29 for about a year now, this article was an incredibly interesting read. Refinery29 does a very good job of promoting women's rights and finding great ways to help expand movements they believe matter. These installations are both promoting Refinery29 as well as promoting the work of those whose art they are showing, and picking installations that have meaning to them and serve a purpose or work as the start of a conversation piece.
This is such a novel approach to message promotion. Rather than simply having the message they are trying to convey stand on its own, Refinery29 very cleverly made people want to come to the message instead. Refinery29 also was very clever in how it set the event to transcend the bounds of the physical footprint it was occupying. By really making the aesthetic value of these installations stand out, and by crafting this event as something wholly immersive and as something meant to be interacted with in an unrestricted capacity, the messages that artists were working to convey really reached a large audience. While Refinery29 is already an online community with a well-established base, having additional audience exposure by way of the show visitors posting about the event on their social media yielded phenomenal results. In addition, by making these art installations non-aggressive and inviting in their own right, Refinery29 has likely ensured the messages truly permeate, rather than causing people to recoil from a less-subtle execution. I think this event was art at its most effective; enticing, educational, and bold.
This looks like an incredible series of installations. I love how they took their idea from being simply a fun interactive and aesthetically interesting series that would boost their viewership and resound with their artistic followers and transformed it into something that sent a message. They took the time to create several spaces that would reach all of their different viewers, not just a select few. The combination of the major influencers who were involved further proves their goal to connect with an audience; the group spanned several different artistic and outspoken communities. They did a fantastic job of creating a space celebrating all different aesthetics and women in our world.
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