Refinery29

Refinery29's 29Rooms: lit so every photo is your best, sponsors fund the marketing

Begelman breaks down the new event model: lease a cheap empty warehouse for a few weekends, sell $50 tickets that move fast, get 29 local artists to build branded immersive rooms (one per sponsor), and light every room like a studio so attendees' photos become free Instagram marketing — then sell alcohol on top.

“Oh, and here's the genius part. They light it like it's like, like you're on a studio. Like they light it with like, so that every picture you take is the best picture you've ever taken, which is really genius. It costs a bunch of money to rent all the lighting equipment, but that's what creates a lot of the free marketing for them.”

Steal thisLight a physical experience like a photo studio so every attendee's photo is their best ever — they'll post it and market you for free.