The Rise of
Skywalker.
A Star Wars hero's-journey experience for Refinery29's 29Rooms ahead of the release of The Rise of Skywalker — a three-step interactive pathway aboard a rendering of the Millennium Falcon.
Throughout history, stories have shaped and informed culture more pervasively than any other device. From Artemis to d'Artagnan, Pocahontas to Pandora, Robin Hood — and of course, Rey — the protagonists of our stories endow us with a collective code of conduct.
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.
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 and a newer, younger audience.
Across civilisations, one of the most gripping 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.
As an homage, we invited guests to traverse their own adventure, at once introspective and shareable, aboard a rendering of the pop-culture icon, the Millennium Falcon. Prompted to reflect on their own journey, their challenges, and the hero they want to be, they ultimately leave 29Rooms empowered to use the Force within.
Through a three-step interactive pathway, guests reflected on their lives, fears, and 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.