Room by Room

New 29Rooms immersive exhibit pops up to feed Instagram frenzy in Texas

29Rooms immersive exhibit pops up to feed Instagram frenzy in Texas

Refinery29 Expand Your Reality
One of the art installations from 29Rooms: Expand Your Reality. Getty Images for IMG/Refinery 29

If you've already visited Sweet Tooth Hotel and Rainbow Vomit, here comes another "immersive experience" to add to your Instagram-ready roster.

29Rooms: Expand Your Reality is hitting Dallas for a little more than a week in August, and it's the first time the "festival of culture, cause, and creativity" will be in Texas.

Developed by digital media and entertainment company Refinery29, 29Rooms is exactly what it sounds like. Each space has a different aesthetic and activity, spanning art, entertainment, politics, and style. Local creatives are incorporated as well, with Dallas-based artists Alicia Eggert and Dan Lam contributing to two of the rooms.

Lam is in charge of The Art Park, which transforms a geometric playground into a canvas for creativity, while Eggert, a University of North Texas professor, is creating The Traveling Billboard, a full-scale mural.

Alongside the local artists, the event also features Yvette Mayorga, NNEKKAA, hanski, and Trap Bob, and returning collaborations from Kali Uchis, Carlota Guerrero, Uzumaki Cepeda, The Hoodwitch, and the ACLU.

Brand sponsors also get rooms, so get ready to "crack the code to financial wellness" with Prudential, "enjoy the light" with Transitions Optical, get a (temporary) strawberry tattoo from Panera, and "dress" yourself for a photo shoot with Bitten salad dressing, among others.

29Rooms takes over the 92,000 square feet of Gilley's South Side Ballroom from August 9-18. Sessions begin at 1:30 pm Tuesday through Thursday, and 10:30 am Friday through Sunday.

Tickets are on sale now and start at $34. Each general admission ticket guarantees access for one two-and-a-half-hour session.

After Dallas, 29Rooms is heading to Atlanta (August 29-September 8); Toronto (September 26-October 6); and Washington, D.C. (October 18-27).