INDIO, CALIF.—After two years of COVID-related cancelations, the Coachella Valley Music and Arts Festival has made its triumphant return, hosting its buzzy first weekend April 15-17 at the Empire Polo Club in Indio, Calif. (The second weekend is taking place now through April 24.) The festival itself featured headliners Harry Styles, Billie Eilish and Swedish House Mafia, along with surprise cameos from the likes of Justin Bieber and Shania Twain.
But the performers certainly weren’t the only ones hoping to make a splash this year. Big brands took advantage of the who’s-who crowd of celebrities, influencers and passionate fans by hosting increasingly elaborate parties, pop-ups and activations, both on and off festival grounds (along with some headline-grabbing hiccups with the $2,000-ticket Revolve Festival).
Memorable moments from weekend one included an innovative metaverse-based activation from Absolut, a giant fragrance bottle for Billie Eilish’s new fragrance, a futuristic portal from DIRECTV and, of course, plenty of photo-friendly floral and neon-filled backdrops. Scroll down for a look at some of the coolest, most steal-worthy activations we spotted during Coachella's first weekend.