IN TOUCH

 

CREATIVE DIRECTION, STRATEGY,

ARTIST CURATION, ART DIRECTION

CLIENT: Refinery29 

ARTIST COLLABORATOR: Whisperlodge

THE ASK

An experience that invites the 29Rooms audience to tap into their senses in a new, unusual way.

THE STRATEGY

Remove guests from their familiar surroundings in a way that inspires them to let go of control and reconnect with their senses through the power of touch and sound.

THE EXECUTION

An intimate experience that took guests through a tunnel-like installation filled with different textures, sounds, and smells. We partnered with Whisperlodge, an ASMR experience collective, to develop a dreamlike narrative that would guide guests through different stages within this experience.

 

Before entering the installation, guests were blindfolded and given a pair of headphones that played a recording of a soft voice guiding guests through the experience. As guests stepped through the tunnel, the recording prompted guests to feel the different textures along the walls and transitioned them between environments. The experience culminated as guests “woke up” and removed their blindfolds to experience the world with newly heightened senses.

PRESS HIGHLIGHTS

"Of the 29 stations, we counted four that were designed to be "phone-free." A few more were meant to be "experiential," "interactive," or "meditative," meaning that 29Rooms wanted to emphasize the activity, not the photography... The best of

the phone-free interactions was the room made in collaboration with a New York City ASMR space called Whisperlodge

In Whisperlodge's installation, visitors put on noise-canceling headphones and get blindfolded. They are then guided into a room where a poetic, whispered recording instructs them to feel their way across, encountering different sounds and smells.

 

Since you're blindfolded, there is actually no way to photograph anything. There's no record of your experience, no way to garner likes on what just happened. And moving from a damp, moss-covered rock wall, to a flower-filled vertical meadow, with no assurance that you wouldn't get lost in space on the way, required a leap of faith, and delivered, for me, a personal sense of wonder." 

Mashable

"...Maybe the highlight was a touch room where you are blindfolded and walk with headphones through a two and a half minute meditation. It is stunningly effective."

- Forbes