How Refinery29 and The are targeting 'millennial-minded' women

Refinery29, the digital media company, and The, the online fashion retailer, are collaborating on an interactive window display in an attempt to be a part of their audience's everyday life.

The "All decked out" activation encourages passers-by to star in a window display, as well as offering discounts and gifts through competitions and arcade machines inside. 

Kirsty Hathaway, Refinery29's creative director, said: "Experiential is a really big part of Refinery's DNA. We try to bring experiences and something a little bit different to the audience and try to really connect with them."

The pop-up is running in Soho until 17 December.