Jake Gyllenhaal & Emma Roberts Toast The Opening Of 29Rooms

by Stephanie Maida · September 8, 2017

Finding yourself in a massive, neon-lit warehouse party in Williamsburg on a Thursday night is usually not a great idea. But when that massive, neon-lit warehouse party is also hosting the likes of Jake Gyllenhaal, Emma Roberts, Rosario Dawson, Paris Jackson, and a slew of A-listers from the worlds of art, music, and fashion, well, let's just say you made the right decision. This time.

To celebrate the launch of the third annual 29Rooms experience, Refinery29 brought the fashion flock to Brooklyn for a VIP evening full of 'grammable moments. The interactive funhouse features thought-provoking pieces from a range of creatives, including celebrity collaborators like Gyllenhaal and Roberts, as well as indie darlings Cleo Wade, Chloe X Halle, and Lizzo. Even Planned Parenthood is taking part, giving out 10,000 condoms beside an intricate light installation declaring "Care no matter what." Fierce and feminist.

This year's theme, "Turn It Into Art," inspired rooms that encourage catharsis (such as Jake's 'shred it' room, where you can literally write down the things weighing you down and crank them through a shredder), celebrate womanhood (Cleo Wade's giant "womb"), and explore sexuality ("Erotica in Bloom," the show-stopping floral piece that employs 1,500 flowers). Emma, in collaboration with Belletrist, her online book club, helped think up a giant typewriter with a favorite Joan Didion quote, and SNL star Sasheer Zamata created a human car wash full of her own laughter. Needless to say, guests had plenty to see, do, and Boomerang.

Strawberry cocktails in hand, attendees wrote postcards to their senators courtesy of the Women's March, rode a whimsical beauty carousel sponsored by Ulta, and fell into a pile of pillows placed by Casper. What, you thought a Fashion Week party would be without some branding? Juicy Couture, Dunkin' Donuts (bless), and Aldo also took part, the latter producing a crowd-favorite "love walk" - a glowing runway lined with shoes.

Of course, the best part of the whole shebang is that it's opened to the public, a democratizing factor during the oft-alienating NYFW. Opened through Monday (though tickets are already sold out), 29Rooms is expecting to see around 20,000 visitors from all over the world. If that's not inclusive, we don't know what is.

[Photo via @blindsaay]

Feedback