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The brand activations at Coachella 2024

With Coachella wrapping up this weekend, it is the perfect time to take a look into the brand activations and events that shape the festival’s unique atmosphere and add to that famous Coachella vibe! While ‘big-name’ performances, such as Lana Del Rey; Tyler, the Creator; and Doja Cat, drew massive crowds to the event, it was the parties and events on festival grounds that kept all 200,000 festivalgoers entertained. Whether it was the Instagram-worthy photo ops at branded booths, the chill vibes of lounges sponsored by top brands, or the surprise pop-up performances, the festival grounds were buzzing with excitement everywhere you looked.

 

Amex Experience

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If you are a cardmember of American Express, you had the opportunity to explore Amex’s installation located within the festival grounds. This year, the space embraced a wintry wonderland theme, drawing inspiration from Reneé Rapp’s Snow Angel album.

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Coachella is so much more than just partying and drinking. So, AMEX took the opportunity to provide an alcohol-free glam service to their cardholders. The experience included a trendy fashion boutique, a cosy relaxation nook, complimentary glam services courtesy of In Your Dreams, and limited-edition merchandise from artists such as Tyler, the Creator and Rapp. Guests indulged in refreshments at the snack bar, offering a selection of alcohol-free beverages curated by The New Bar.

 

Absolute.Land

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Absolut extended an invitation to attendees to join the festivities at its Absolut.Land activation, encouraging guests to “break the ice.” Situated behind the Sonora Tent within the festival grounds, Absolut.Land welcomed visitors throughout all three days, with plans to make a return for this weekend.

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This activation boasted a non-stop DJ set until closing time, opportunities to explore the metaverse for gaming experiences, and both a main bar and an Ocean Spray bar were buzzing. Weekend one at Absolut.Land also included a surprise appearance by Paris Hilton and actor/comedian Matt Rogers.

 

Aperol Terrazza

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Drawing inspiration from the iconic Terrazza Aperol in Venice, this activation featured a VIP area where guests indulged in culinary delights at sunset, also known as ‘golden hour’ each day. Welcomed through the Grand Archway, reminiscent of modern Venetian architecture, attendees were exported in an atmosphere that echoed the charm and sophistication of its Italian counterpart.

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The famous Aperol Orange naturally catches people’s eyes, enticing guests towards the venue to snap that perfect Instagram shot. Here, there was an array of distinctive photo opportunities, interactive digital experiences, an indoor tram ride, and a pergola rooftop where bubbles filled the air.

 

YouTube lounge

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For the 12th consecutive year, YouTube served as Coachella’s exclusive livestream partner. To mark this year’s lineup, MAS collaborated with YouTube to craft a 2,000-square-foot desert oasis with photo opportunities and interactive enjoyments.

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The sculptural lounge converted into a dynamic media hub for artists and fans, featuring multiple levels and oversized props integrated throughout the space.

 

Gallery Desert House Presented by PATRÓN

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Gallery Media, the lifestyle publisher, transported its event series, “Gallery House,” to the desert sands. Presented by PATRÓN EL ALTO, Gallery Desert House played host to an array of celebrities and influencers, including Scheana Shay, Tom Schwartz, Nick Viall, Harry Jowsey, “Pookie,” Jett Puckett, and many others.

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Guests at Gallery Desert House were offered entertainment, artistry, live music, and bespoke libations, alongside luxurious shopping escapades and pool parties with a retro-futuristic vibe. Wellness took centre stage with activations featuring hot tubs, plush lounge daybeds, delectable snacks, bespoke refreshments, bracelet crafting, and personalised astrology readings.

 

Pinterest’s Manifest Station

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Pinterest debuted its first-ever Coachella activation, Manifest Station, a fashion and beauty extravaganza curated by experiential agency MKG and set to return for the second weekend. This space, inspired festival attendees to channel the iconic fashion of past Coachella decades, while also embracing contemporary trends identified on Pinterest such as “Lana Del Rey core” and “2014 core”.

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The activation featured an photo opportunity set amongst ethereal clouds, inviting guests to capture every step.

 

NYLON House

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Friday night saw BDG, the publisher of NYLON, hosting its renowned NYLON House event at the exclusive Cavallo Ranch in Palm Springs.

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This after-hours affair attracted a roster of celebrities, musicians, and influencers, with attendees including Billie Eilish, Megan Fox, Tyga, Simu Liu, Becky G, and Ariana Madix. Guests danced into the early hours of the morning, fuelled by DJ sets courtesy of Sofi Tukker, BLOND:ISH, and Tinx & Lucas. Smirnoff ICE proudly presented NYLON House, featuring an on-site ice chalet for guests to enjoy.

 

ZOEasis

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The day following NYLON House, BDG continued the festivities by hosting ZOEasis, a celebration in honour of The Zoe Report. Taking place at Cavallo Ranch and expertly designed, this gathering attracted figures such as Saweetie and Ashlee Simpson Ross for a day brimming with music and fashion.

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Lawn games and refreshing drinks served from a bar were provided by Smirnoff ICE to keep guests entertained and cool.

 

Method’s Festival Activations

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Method served as the official body and haircare sponsor of Coachella this year, aligning with its fresh “Unleash Your Inner Shower” campaign through a distinctive activation on the festival grounds.

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Method’s presence extended to the Coachella campgrounds, featuring its “Field of Showers” exhibit. Initially, the display consisted of plain sculptures representing butterflies, flowers, and waves, awaiting festivalgoers’ artistic touch with provided paints. A kaleidoscope selfie booth provided backdrops showcasing Method’s scents and Method curated three playlists for guests to enjoy while showering.

 

Goodwill’s Coachella Art Studio

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Goodwill Industries International and Goodwill of Southern California brought sustainability, inclusivity, and creativity to this year’s Coachella festival. Attendees were encouraged to explore their inner artist and fashion designer at The Coachella Art Studios, where there were a range of activities, including jewellery crafting, upcycling thrifted clothing, live drawing sessions, tote bag decoration, and engaging discussions with designers and artists.

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Heineken House

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For over two decades, Heineken has hosted its own festival within the festival: Heineken House. Weekend one showcased performances by T-Pain, Lupe Fiasco, Bob Sinclair, and others, with weekend two set to be headlined by Fat Joe. The House offers Heineken Original, Heineken Silver, and Heineken 0.0.

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The half-day lounge and half-stage area has been a hidden gem of Coachella, providing attendees with an escape from the bustling crowds.

 

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