The Lab, which was presented by the Verge and Hewlett-Packard, was the focal point of the festival. Designed and curated by Meta.is, the structure housed seven interactive digital art exhibits.
At night, the structure's facade, which was produced by VolvoxLabs, lit up with colorful, projection-mapped ultra-high-definition videos of designs that continuously changed.
Inside the 70-foot dome was a 360-degree virtual reality theater that held as many as 400 people. The experience was visually produced by Invisible Light Network and Dirt Empire, and Antfood provided sound effects.
Brooklyn-based artist Zach Lieberman's Reflection Study exhibit allowed guests to create different formations projected onto a wall by moving shapes made out of plexiglass over a light box.
Giant Gestures, an exhibit from Brooklyn art duo Mountain Gods, offered festivalgoers a chance to play around with an oversize touch screen tablet by using giant foam hand props. The installation was meant to reinterpret how humans interact with technology.
A popular exhibit inside the Lab was the Infinite Wall created by Brooklyn-based artist Gabriel Pulecio. The interactive tunnel—created with mirrors, sounds, and lights—used motion sensors that responded to the guests who stepped inside.
Attendees could physically interact with Hyper Thread, a silk tent that featured seven silk hammocks. Created by Dave Rife and Gabe Liberti, the exhibit enabled festivalgoers to make new sounds by moving around in the hammocks.
Sponsor HP showcased an attendee-powered color wall inside the Lab. Using the brand's technology, the wall would change colors in time for a selfie taken with a laptop. The activation was produced by Infinity Marketing Team.
HP also showed off its technology in a separate lounge. The activation gave guests the chance to create custom temporary tattoos using Sprout by HP technology.
A collaboration between 5Pointz Aerosol Art Center, Mevent, and AST Studios, the subway-train projection paid homage to graffiti art's New York origins. Artists spray-painted graffiti on a green screen, which was translated onto the high-definition video wall.
The visually striking, LED-powered multimedia block featured changing videos of animated designs, music videos, and performances, based on fan interaction and festival sets. The structure featured Google Play's social media handle and hashtag.
The interior of the block featured a headphone jack wall. Attendees could plug headphones into the various jacks to listen to different songs from Google Play Music playlists, including one curated for the festival. If listeners hit a "winning" jack, they were taken up to the second-story roof to enjoy the festival view.
The block also featured live graffiti demonstrations.
American Express' two-story tent, built and designed by Momentum Worldwide, offered a mix of low-tech and high-tech experiences, including a 360-degree panoramic digital photo booth. The roof deck was open to card members and offered a view of the main stage, DJ sets, and custom cocktails.
A popular low-tech experience for festivalgoers was a customizable sunglasses station, located on the first and second floors.
Macy's partnered with LeadDog Marketing Group to produce the Macy's Oasis, which gave festivalgoers a chance to relax with lounge furniture and a charging station. Along with bandanas soaked in ice water, the lounge had a string art wall created by attendees.
The official beauty sponsor of the festival, Sephora partnered with Revolution Marketing to host a tent that gave festivalgoers a chance to test out a variety of products, including face masks and lip balms. Along with a beauty bar, braid bar, and dry shampoo styling station, the tent had a photo booth with makeup props and a makeup palette backdrop.
Antioxidant infusion beverage brand Bai partnered with Relevant to produce the the lounge, which offered drinks and cocktails, a phone-charging station, and a photo station featuring a LightBright wall created with Bai bottles. Bai also had a custom Snapchat geofilter for the festival.
The premiere for Netflix's new comedy series Girlboss took place April 17 at Arclight Cinemas Hollywood. The event, produced and designed by Sterling Social, featured a on-theme vintage clothing store rack, along with neon signage of the title and phrases and illustrations inspired by the show.
The premiere's step-and-repeat included the show's multicolor title illustration created with giant 3-D letters.
Edible Schoolyard NYC, a nonprofit that provides school gardens and kitchen classrooms to underserved New York public schools, hosted its fifth annual spring benefit on April 24 at Metropolitan West. The event, designed by Van Wyck & Van Wyck, featured plant decor such as vines that covered the venue ceiling and pillars.
The annual Joffrey Bala Spring Gala took place April 21 at Roosevelt University and the Palmer House Hilton in Chicago. In the latter venue's Red Lacquer room, David Beahm Experiences installed a bar backdrop of frames decorated with bouquets of various flowers. Frost provided lighting at the event.
Official N.C.A.A. partner LG Electronics USA hosted an interactive experience using the brand's products for the fan event, which took place March 30 to April 2 at the Phoenix Convention Center. In the Let’s Make a Deal-style game, LG demonstrated its new InstaView refrigerators, which have a glass window on the door that illuminates when touched. Fans could opt to turn in their LG lanyard for a chance to knock on the refrigerator door and reveal a prize inside, which ranged from water bottles and sunglasses to big items such as TVs.
To showcase the color and clarity of LG’s new OLED TVs, Advantage created a motion-sensor-based slam-dunk simulator. Fans built their avatar on an LG G Pad tablet and then demonstrated their ball-handling skills in front of the stacked TVs. The motion-sensor technology, created by Next/Now, picked up those movements, and the avatar on the screens replicated them.
MKG produced Absolut's on- and off-site activations at Coachella this year, celebrating the liquor brand's latest Abosolut Lime flavor. The vibrant green Absolut Limelight tent included an interactive dance floor, a lush lime tree, and a lot of glowing neon signage.
Festivalgoers entered through a lime-decorated walkway, which was also immersed in a lime scent.
Alice & Olivia launched its eye-candy-theme eyewear collection with an event on April 12 that took place at the Greenhouse at Platform Los Angeles. Produced by Hello Samo and the A-List, the event featured a massive pink bubble press wall.
Black-and-white diamond tiles decorated the floor of an area meant to evoke a surrealist chess board.
