INDIO, CALIF.— As usual, the buzzy Coachella Valley Music & Arts Festival, which wrapped up its second weekend on Sunday, grabbed plenty of headlines—and sparked plenty of Instagram posts. From Kanye West's Easter service and the festival's first AR-equipped stage to Childish Gambino and Ariana Grande's headlining sets (the latter complete with a surprise 'NSync reunion), the festival's roughly 250,000 attendees had plenty to keep them entertained at the Empire Polo Fields this year.
But Coachella has grown well beyond its musical acts, of course. The weekends—which this year took place April 12 to 14 and April 19 to 21—consistently draw a who's-who of celebrities and influencers to the desert each year, and big-name brands have certainly taken notice. More and more fashion, beauty, tech, and luxury brands continue to host colorful, attention-grabbing parties, lounges, activations, and hotel takeovers both on and off festival grounds.
From a beauty-theme gas station to jetpack acrobatics to a hotel pool deck decorated with 1,000 watermelons, scroll down to see 31 creative ways brands generated buzz, pampered guests, and helped craft that perfect Instagram shot. (And keep an eye on bizbash.com for even more design inspiration from the festival later this week.)
YSL Beauty Station
YSL Beauty hosted its first Coachella activation on Route 111 in Cathedral City. The eye-catching pop-up resembled a gas station with vintage convertibles and a massive lipstick sign; an on-site store offered a makeup vending machine and consultations with beauty experts. YSL worked with AKJOHNSTON Group on production, fabrication, signage, and audiovisual production; HK Corp managed media plus video and photo shoots that will appear in YSL Beauty's upcoming campaigns.
Photo: Matt Lara for AKJOHNSTON Group
The activation had branded hot pink gas pumps and gasoline cans.
Photo: Matt Lara for AKJOHNSTON Group
Absolut Planet
Absolut's activation on Coachella grounds promoted the company's focus on sustainability and diversity with a mix of greenery-filled and rainbow-colored spaces. MKG handled design and production.
Photo: Courtesy of Absolut
Inside the colorful, air-conditioned space, guests could drink Absolut Grapefruit cocktails, listen to sets from DJ Storm and Daisy O'Dell, and take Insta-worthy photos inside Absolut bottle-shape frames. In keeping with the sustainability theme, the space incorporated recyclable cups and fun, branded recycling bins. Messaging on the dance floor explained how Absolut is taking action to better the planet.
Photo: Courtesy of Absolut
BMW's #RoadtoCoachella
BMW again hosted its influencer road trip, which featured influencers driving a fleet of custom art-wrapped cars to the festival both weekends. Produced by Mirrored Media, the cars this year promoted Khalid's new album. Fans could meet the singer during a public event at the BMW of Palm Springs dealership; the event featured exclusive merch, a claw machine where fans could win custom bandanas, and more.
Photo: Elyse Frelinger/BMW
HP's Antartica Dome
HP drew attention on festival grounds again this year with its 11,000-square-foot dome, which featured an immersive music video from Rüfüs Du Sol. Accompanying the dome experience was the Dreamland lounge, a colorful space that celebrated how HP technology can advance creativity. Activities included an interactive photo booth and a place to design custom tote bags. Infinity Marketing handled production.
Photo: Courtesy of Infinity Marketing
Instagram House
Instagram hosted its first Coachella party this year, taking over the Pond Estate in Palm Springs on April 13. The social-media platform teamed up with experiential agency Manifold and artist D'ana Nunez of COVL for Instagram Desert Chill. The look of the party centered around Nunez's abstract mural, which drew inspiration from the desert landscape and the 1970s.
Photo: Courtesy of Manifold
Manifold created a series of colorful lounge seating areas, including a photo-friendly neon palm garden. Other highlights included a scent shop, where attendees could blend oils to make their own fragrances, plus DJ sets from Simi & Haze and Siobhan Bell. As a giveaway, guests were given a festival kit that included sunscreen, a portable phone charger, COVL bandanas, and more.
Photo: Courtesy of Manifold
American Express Card Member Lounge
American Express hosted its Card Member Lounge on festival grounds during both weekends. The bright, blue-and-white space offered drinks, charging stations, sneaker cleaning from Jason Markk, and nail art by Britney Tokyo. Card members who visited the lounge could also get a free ride on the Ferris wheel, plus complimentary monogram embroidery.
Photo: Zack Whitford/BFA.com
American Express Platinum House
American Express also hosted an off-site event for card members at the Avalon Palm Springs. The colorful space was filled with sculptures from artist Friends With You, plus live DJ sets, food from chef Michael Solomonov, and custom cocktails from Jim Meehan. The lounge also offered a dedicated bungalow for networking, plus a beauty lounge.
Photo: Phillip Faraone/Getty Images for American Express
Marriott Bonvoy Lounge
Marriott Bonvoy hosted a sleek lounge for members on festival grounds. The stylish space offered amenities such as fortune reading and a masseuse. The lounge was produced by IMG Live, a division of Endeavor Global Marketing, and Joe Lewis Company.
Photo: Courtesy of Marriott Bonvoy
YouTube's Artist Lounge
For the second year, YouTube created a lounge in the artist compound behind the main stage, where artists were invited to relax and watch a live stream of the festival. The comfortable space was designed and produced by MAS Event & Design. Whalefilm handled fabrication, and La Petite Gardenia provided plants.
Photo: Courtesy of MAS Event & Design
Adidas Sport Club
Adidas hosted its annual Sports Club at the Zenyara Estate in Coachella Valley. Intended as an intersection of sports and culture, the club hosted a variety of events over both weekends, including a cell-phone-free mini festival and a music-focused brunch. There was also synchronized swimming and water jetpack acrobatics. The Corso Agency handled production for the events, with assistance from Clear As Day.
Photo: Courtesy of Adidas
On April 12, Adidas held a welcome barbecue hosted by ex-pro football player Von Miller and chef Eddie Huang; the day included a three-point shootout on a branded basketball court.
Photo: Courtesy of Adidas
Calvin Klein's #MyCalvins House
To celebrate the brand's spring 2019 line, Calvin Klein's festival activation was a multi-sensory experience inspired by a 1970s-style house. Attendees could go through various rooms, including a branded bathroom, a walk-in closet with Calvin Klein clothing, and a bedroom with a mirrored ceiling for a unique photo op.
Photo: Zack Whitford/BFA.com
The "house" also allowed guests to climb through a window onto a mock rooftop, where large LED screens created 360-degree views of virtual landscapes.
Photo: Zack Whitford/BFA.com
Republic Records Class of 2019 Celebration
Republic Records hosted its annual Coachella event on April 14 at Zenyara Estate. Sponsored by CîROC, Lyft, Marriott Bonvoy, and Blade, the party had a step-and-repeat made from greenery, florals, and wood, and drew attendees such as Blueface, Jacquees, Liam Payne, and Max Martin.
Photo: Vivien Killilea/Getty Images for Republic Records
NYX Professional Makeup's Glitter Trip Lounge
Located on festival grounds, NYX hosted a pop-up promoting the brand's "Glitter Goals" collection. The space featured photo-friendly backdrops and activities like a glitter slide and a confetti booth, plus tips from on-site makeup artists. Revolution Marketing handled production.
Photo: Courtesy of NYX Professional Makeup
Create & Cultivate Desert Pop-Up
Conference and online platform Create & Cultivate hosted its Desert Pop-Up on April 13 at the Ace Hotel. The day included panel discussions with creative business women including actress Jameela Jamil, Tone It Up founders Karena Dawn and Katrina Scott, and model and influencer Rocky Barnes. Slaack Productions handled production, and East Olivia handled floral design.
Photo: Angelica Marie Photography
In addition to flower-filled photo stations, live music, and beauty treatments, the day also included mini pop-ups from brands such as Express, Supergoop!, LaCroix, and Chandon.
Photo: Angelica Marie Photography
Ace Hotel's Desert Gold
Also at the Ace Hotel was Desert Gold, now in its 11th year. Taking place both weekends, the event offered guided meditation, live performances, a comedy night, and more. A highlight was "Quartet," a series of musical compositions generated by the electronic impulses produced by plants. Using a MIDI controller, the collaboration between Moog, Data Garden, and Dublab allowed listeners to monitor the plants' subtle biorhythms.
Photo: Courtesy of Ace Hotel & Swim Club
The Zoe Report's ZOEasis
Held at the Parker Palm Springs on April 12, the Zoe Report's annual ZOEasis event had a Saint Tropez-theme designed and produced by Best Events. Highlights included sleek floral installations, a photo booth and beauty lounge from Sephora, and performances by Pamela Katz Tick and Coco & Breezy.
Photo: Michael Kovac/Getty Images for the Zoe Report
Aston Martin and Waldorf Astoria Activation
Aston Martin and Waldorf Astoria teamed up for a flower-filled activation at the La Quinta Resort & Club. The luxury brands also hosted daily DJ performances, specialty cocktails, and a station for complimentary flower crowns and floral arm bands.
Photo: Courtesy of Waldorf Astoria Hotels & Resorts
Amazon Prime Video's Guava Island Premiere
Amazon Prime Video hosted the premiere of its film Guava Island on festival grounds on April 11. Drawing cast and crew members including Donald Glover and director Hiro Murai, the event aimed to transport guests to the movie's tropical world.
Photo: Courtesy of Amazon Prime Video
Bootsy Bellows Pool Party
On April 13, Bootsy Bellows hosted its seventh annual pool party with presenting sponsors McDonald's and PacSun. The buzzy party, which drew the likes of Gigi Hadid, Kendall Jenner, Idris Elba, and Wiz Khalifa, included several photo-friendly sponsor activations.
Photo: Courtesy of Mike Nguyen
TAO x Revolve's Desert Nights
In addition to its ultra-exclusive daytime Revolve Festival, clothing retailer Revolve teamed up with TAO Group for an after-hours party on April 12 that drew the likes of Paris Hilton, Diddy, and Cuba Gooding Jr. The event included speciality cocktails from Casamigos, a cannabis bar from Al Harrington’s Viola, a luxury cognac room curated by Remy Martin, and more. Guests entered the event through a series of floral archways.
Photo: Al Powers/Powers Imagery for TAO Group
CÃŽROC Summer House
On April 12, CÃŽROC unveiled its limited-edition Summer Watermelon flavor with a colorful party at Korakia Pensione in Palm Springs. Hosted by Evan Ross and Ashlee Simpson-Ross and co-sponsored by L.A. Weekly, the event had a watermelon theme designed by W2 Creative.
Photo: Claire Hoffman/BizBash
Over 1,000 watermelons were placed throughout the property as decor.
Photo: Jennifer Johnson
Deep Space's Deep in the Desert Party
Held at a private estate in Indio on April 13, Deep Space Productions' "Deep in the Desert" party had the feel of an Ibizan villa, with a private beach, a swimming pond, and oversize pool floats. It featured a performance by DJ Erick Morillo and liquor sponsorship from Dulce Vida Tequila and American Born Whiskey. Deep Space Productions handled production in-house, with support from Next&Neat.
Photo: Sara Khalid
Amazon Lockers
For the first time this year, festivalgoers could get same-day delivery to Coachella grounds through Amazon. Also new this year: Attendees could pre-order food and alcohol through Postmates, available on the official festival app.
Photo: Courtesy of Amazon
Neon Carnival
One of the most high-profile Coachella-related events was the 10th edition of the Neon Carnival, an 8,000-attendee dance party created by nightlife maven Brent Bolthouse. The Levi’s-sponsored, carnival-theme event took over HITS Desert Horse Park on April 13, and had a Pokémon: Detective Pikachu-branded Ferris wheel.
Photo: Jerritt Clark/Getty Images for Neon Carnival
