DISNEY & REFINERY29
The Rise of Skywalker
Throughout history, stories have shaped and informed culture more pervasively than any other device. From Artemis to d’Artagan,
Pocahontas to Pandora, Robin Hood — and of course, Rey — the protagonists of the stories we are told endow us with a collective code of conduct. They demonstrate, through action — good versus evil and right versus wrong. They show us what is dark and inspire us to overcome it with light.
Our greatest stories have been etched on the walls of caves, whispered around fires under the stars, and inscribed in the pages of epic novels. For the generation that gathers around the glow of a screen, Star Wars is the preeminent tale of our time.
At 29Rooms, Early Spring invited audiences to experience Star Wars’ transcendental relevance across cultures, harnessing Rey to ultimately inspire and empower women to discover the Force within.
01 THE ASK
In anticipation of the release of The Rise of Skywalker, the final installment of the Star Wars franchise, Refinery29’s experiential arm, 29Rooms, approached Early Spring to produce an experience that would drive viewership among both legacy super-fans & a newer & younger audience.
02 THE INSIGHT
Throughout history, stories have shaped and informed culture more pervasively than any other device. Across civilizations, one of its most gripping and inspiring archetypes is the hero’s journey – where the hero’s story is divided into three distinct movements – departing on an adventure, overcoming a decisive struggle and the return home, a changed person.
03 THE SOLUTION
As an homage, we invite guests to traverse their own adventure, at once introspective & shareable, aboard a rendering of the pop culture icon, the Millennium Falcon. Prompted to reflect on their own journey, their challenges & the hero they want to be, they ultimately leave 29Rooms empowered to use the Force within.
04 THE RESULT
Coinciding with the premiere of the final installment of intergenerational epic space opera Disney invited all those familiar with the franchise & cinematic thrill-seekers to discover their inner hero at Refinery29’s Expand Your Reality NYC Tour.
Through a three-step interactive pathway, guests were prompted to reflect on their lives, their fears and their aspirations. Programmatic lighting and tessellated mirrors transformed each of the three shareable photo moments into extraordinary optical illusions where different facets of the hero’s journey were highlighted.