Refinery29 Launches ‘Tinseltown,’ Entertainment + Shopping Initiative

Refinery29, a global source for fashion and lifestyle news, trends, and shopping, recently launched Tinseltown, a multi-faceted holiday initiative that will culminate with a 3-day live shopping Bazaar.

“Inspiration-based shopping is a major focus for Refinery29,” said founder, Philippe von Borries, in a company-issued release. “And Tinseltown is another means of showing users and brands how we can engage audiences, as well as the convergence of all of our greatest assets—incredible product and resources, imaginative programming, and an innovative user experience.”

Refinery29’s Tinseltown features three interactive online and offline components; Live from Tinseltown (a kitschy video series), Tinseltown Gift Guide (giving people the ability to shop straight from the inspiration of the videos), and the Tinseltown Bazaar (Refinery29 comes to life with a pop up store in NYC’s trendy Nolita neighborhood).

The daily Live from Tinseltown video series turns gift-giving into an interactive variety show; allowing users to watch, share, and shop all within the span of a 3-minute, editor-hosted romp. The 16-episode, unscripted, daily series combines the fun-meets-future trademarks the site is known for with premium programming, R29 talent, and access to editor-curated products through a new online shopping technology which allows users to put product directly into their shopping carts throughout the span of each themed video.

Refinery29’s editors join a slew of stylish guests, including actress and host Louise Roe, and sister-duo Danielle and Jodi Snyder of DanniJo jewelry, to bring the themed gift guides to life.

To create the sparkling holiday set, the site partnered with Brooklyn-based set designers, Aux Armes, responsible for creating window installations at Hermes and Jill Stuart, among others.

Launching with Tinseltown is the site’s first PWP, Perk With Purchase, a program encouraging users to tune in at a certain time everyday to watch each new episode and, in turn, score a gift with purchase.

“This is a content-first experience,” said VP of Product, Josh Himwich. “With programmed video content, our goal is to continue pushing the boundaries of discovery, through intelligent technology and the constant nurturing of the user experience, while always inspiring our audience in new ways.”

The Live from Tinseltown online experience will debut with a 3-day holiday pop-up shop in New York City from December 14-16, dubbed the “Tinseltown Bazaar.” The event will offer an additional way to extend the brand to the community and feature surprises from the site’s editors and experts. The Bazaar will feature Refinery29’s favorite designers and coveted labels as well as one-of-a-kind merchandise and exclusive collaborations.