Iconic Pop-Up Event 29Rooms Will Return to NYC as Experiential Marketing Evolves for 2021

Vice Media Group's research found most see trying new things post-pandemic as key for mental health

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The "You Are Magic" room from a previous iteration of Refinery29's 29Rooms installation. Refinery29

The pent-up demand to return to live events is palpable, with 94% of Gen Z and millennials saying they plan to go to festivals, plays, museums and concerts as early as this summer, according to a Vice Media Group study.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.