Italian aperitivo brand Aperol returned to Coachella with an eye-catching activation designed, produced, and executed by We Are Swell.Photo: Lex Gallegos for Aperol
INDIO, CALIF.—The Coachella Valley Music and Arts Festival hosted its headline-grabbing first weekend April 12-14 at the Empire Polo Club in Indio, Calif. (The second weekend takes place tomorrow through April 21.) The event featured headliners No Doubt; Lana Del Rey; Tyler, the Creator; and Doja Cat, with surprise performances from Will Smith, A$AP Rocky, Billie Eilish, Olivia Rodrigo, and more.
While superstar attendees like Taylor Swift, Travis Kelce, and Justin and Hailey Bieber spent their time enjoying the performances, many of the festival's 200,000 guests were just as excited for the parties—of which there were plenty to choose from.
On festival grounds, fans could revamp their fashion at an ethereal activation from Pinterest, enjoy an elevated culinary experience with Aperol, get their auras photographed by body wash brand Method, or do arts and crafts with Goodwill. Off site, the fun continued at buzzy parties and activations from the likes of NYLON, 818 Tequila, CELSIUS Energy, Gallery Media, and many more.
As always, the events were jampacked with inspiration for event design, photo ops, guest engagement, and much more. Scroll down for a look at some of the coolest, most steal-worthy event moments we spotted during Coachella's first weekend...
![Pinterest's Manifest Station](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/pinterest_manifest_station_0453.661d99e0cc34f.png?auto=format%2Ccompress&q=70&w=400)
![On site, fans could get glowy beauty looks created by celebrity makeup artists from trend-inspired menus built through collaborative boards on Pinterest. Popular options included bold, colorful graphic liners; gemstones; pearls; and metallic stickers.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/pinterest_manifest_station_0468.661d99dfda8c1.png?auto=format%2Ccompress&q=70&w=400)
![The activation also offered fit and merch embellishments selected by celebrity stylists and inspired by Pinterest’s Coachella trends, including 'Eclectic Grandpa' (think: lace, leather, bows, pins, ribbons, charms, chains, oversize hair clips and gems, and patches).](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/pinterest_manifest_station_0502.661d99e0d16b8.png?auto=format%2Ccompress&q=70&w=400)
![Aperol Terrazza](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/LGALLEGOS_APEROLxCOACHELLA_4_12_24_009.661ec03f02e40.png?auto=format%2Ccompress&q=70&w=400)
![Inspired by the original Terrazza Aperol in Venice, Italy, the activation had a VIP space that hosted guests (who had pre-reserved their spots) for culinary experiences during golden hour each day. Guests entered the space through the Grand Archway, which was inspired by contemporary Venetian architecture.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/SWELL_APEROLxCOACHELLA_4_12_24_018.661edef5e4bc6.png?auto=format%2Ccompress&q=70&w=400)
![Guests could enjoy a selection of small bites, known as cicchetti, which blended traditional Italian recipes with a Southern Californian twist and were made using fresh, seasonal ingredients. Each attendee received a signature flight of bites with flavors crafted by chef Samuele Silvestri, executive chef of Terrazza Aperol in Venice and visualized by culinary storytelling house CARVINGBLOCK.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/3._Aperol_Aperitivo_Italiano_Alt.661edf76085cf.png?auto=format%2Ccompress&q=70&w=400)
![The bright orange Aperol Piazza stood out on festival grounds, drawing guests in with unique photo moments, digital activities, an interior tram, and a pergola rooftop that blew bubbles during golden hour each day.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/LGALLEGOS_APEROLxCOACHELLA_4_12_24_236.661ec0412a82b.png?auto=format%2Ccompress&q=70&w=400)
![NYLON House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024.NYLON.02.661ef176612b6.png?auto=format%2Ccompress&q=70&w=400)
![NYLON House was presented by Smirnoff ICE, which hosted an on-site ice chalet.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024.NYLON.14.661ef1701878a.png?auto=format%2Ccompress&q=70&w=400)
![Global fashion brand Kate Spade New York was another sponsor. The brand hosted an immersive, technicolor infinity room, where an explosion of florals was set against a rolling spring landscape in a mirrored installation.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024.NYLON.03.661ef1eaebf17.png?auto=format%2Ccompress&q=70&w=400)
![Göt2b hosted the Remix Styling Hub—inspired by the vibrant, customizable shades of the brand's Color Remix Line—where fans could transform their hair with bold, festival-ready looks.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024.NYLON.21.661ef1e2d2cb0.png?auto=format%2Ccompress&q=70&w=400)
![A newsstand displayed issues of NYLON. Additional vendors at NYLON House included lighting, audio, and video by Pro Systems; lighting design by Lighten Up; fabrication by 3 Line; staging by Accurate; dome structures by Elevation XR; and beverage catering by F10.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Nylon_Karzen_2024_04_12_2104112140_00539.661f049015418.png?auto=format%2Ccompress&q=70&w=400)
![ZOEasis](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Nylon_Karzen_2024_04_13_1314125190_00277.661f04887fbc7.png?auto=format%2Ccompress&q=70&w=400)
![DJ Miss Maddi Jean (Maddi Jean Waterhouse) played a special set surrounded by hanging butterflies. The event featured audio by Pro Systems, fabrication by 3 Line, catering by F10, and furniture by Taylor Creative and FormDecor.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Nylon_Karzen_2024_04_13_1311464750_00044.661f06d000e55.png?auto=format%2Ccompress&q=70&w=400)
![Sponsor Smirnoff ICE hosted lawn games and helped guests cool off with drinks served from a floral-covered bar. Another sponsor, Lumify, hosted the Lumify Eyes Bejeweled Bar, which let guests elevate their festival makeup with vibrant jewel products.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Nylon_Karzen_2024_04_13_1320477260_00504.661f0487a0505.png?auto=format%2Ccompress&q=70&w=400)
![Method's Festival Activations](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/method_inner_shower_portal.661d95c53a616.png?auto=format%2Ccompress&q=70&w=400)
![Guests could relax inside the brand’s Inner Shower Lounge, which featured product samples and the Inner Shower Portal, a multisensory, immersive experience that took guests through the different worlds of Method's most popular scents ('Daily Zen,' 'Pure Peace,' and 'Simply Nourish'). There was also a hair glam beauty station, where visitors could select from nine hairstyles based on Method scents.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/method_lounge_int.661d95cc168a2.png?auto=format%2Ccompress&q=70&w=400)
![The activation also featured an AI aura photo experience. Based on their answers to a few quick questions, guests were digitally transformed into a colorful digital print inspired by one of Method’s most popular scents.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/method_AI_aura_photo.661d95a6a5141.png?auto=format%2Ccompress&q=70&w=400)
![Method also activated at the Coachella campgrounds, most notably with its 'Field of Showers' display. At the start of the festival, the Field of Showers was a blank canvas of plain sculptures of butterflies, flowers, and waves—which attendees could then bring to life with paint. (The shapes of the sculptures represented the designs of the Method scents that festivalgoers could interact with throughout the festival.) There was also a kaleidoscope selfie booth, a three-paned, rotating animated backdrop that offered colorful representations of Method's scents, along with a customization station with iron-on patches. And in a fun touch at the campgrounds, Method curated three playlists that guests could select while taking a shower.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Screenshot_2024_04_16_at_1.38.29___PM.661ee14f53c50.png?auto=format%2Ccompress&q=70&w=400)
![Method’s Shower Power Golf Cart—complete with soap bubbles, of course—traveled festival grounds to hand out body washes, shampoos, and conditioners.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/method_shower_power_golf_cart.661d959383d88.png?auto=format%2Ccompress&q=70&w=400)
![Amex Experience](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/20240414_AMEX_Coachella_08.661d96e4ccd68.png?auto=format%2Ccompress&q=70&w=400)
![Highlights included a fashion boutique; a relaxation corner; complimentary glam services from In Your Dreams; and exclusive merch from performers like Tyler, the Creator and Rapp. There was also a snack bar with alcohol-free drinks by The New Bar.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/20240414_AMEX_Coachella_06.661d96e58d873.png?auto=format%2Ccompress&q=70&w=400)
![Cardmembers could also get a mystery merch box when they stopped by the experience's 'Merch To-Go' window.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/20240414_AMEX_Coachella_03.661d96e8b045e.png?auto=format%2Ccompress&q=70&w=400)
![YouTube Lounge](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSC04633_2.66202f4253b5a.png?auto=format%2Ccompress&q=70&w=400)
![Working with 88Twenty Group and Felix Lighting, the lounge's behind-the-scenes social content studio nodded to YouTube multiview, a 2024 live-stream opportunity that allows YouTube viewers to watch up to four Coachella stages at once. Visitors to the content studio could live out their nostalgic daydreams in one of the vignettes, in partnership with Highsnobiety, which leaned into '90s maximalism with layered collages, stacks of CDs and cassettes, and other throwback props.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/AAE_1824_2.66202f521b60d.png?auto=format%2Ccompress&q=70&w=400)
![YouTube's lounge also featured covered seating vignettes for guests to relax and cool down; there were also lawn games and a pink-fringe popsicle cart.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/AAE_2045_2.66202f52e2a68.png?auto=format%2Ccompress&q=70&w=400)
![Goodwill's Coachella Art Studio](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DAY30278.661ebce84f827.png?auto=format%2Ccompress&q=70&w=400)
![Goodwill also partnered with mannequin maker Greneker, which provided size-inclusive and diverse mannequins; Coachella fans could style different looks for the mannequins using clothing sourced from Goodwill. The Coachella Art Studios will return for weekend two, and Grammy-winning singer-songwriter James Fauntleroy will be on site April 20 to discuss his career and his work in empowering individuals to re-imagine their world by adding new ideas to old items.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/LIFE0359.661ee4f557edb.png?auto=format%2Ccompress&q=70&w=400)
![Absolut.Land](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/MarissaJoyPhoto_coachella_absolut_activation_132.661d9b42ceaab.png?auto=format%2Ccompress&q=70&w=400)
![There was also a fun cooling photo moment. Weekend one at Absolut.Land also included a surprise appearance by Paris Hilton and actor/comedian Matt Rogers.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/MarissaJoyPhoto_coachella_absolut_mattrogers_001.661d9acf11303.png?auto=format%2Ccompress&q=70&w=400)
![Gallery Desert House Presented by PATRÓN](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/HDM_0317.661d9331f3eef.png?auto=format%2Ccompress&q=70&w=400)
![Attendees of Gallery Desert House were treated to a desert oasis experience filled with entertainment, art, music, and signature drinks, plus luxury shopping opportunities and retro futuristic-themed pool parties. Wellness-centric activations included a hot tub, ​lounge daybeds, snacks and specialty refreshments, bracelet welding, and astrology readings.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/HDM_9753.661d9331f4235.png?auto=format%2Ccompress&q=70&w=400)
![A larger-than-life art installation invited guests to step into a conceptual shower experience and capture memorable photos against the backdrop of the Indio mountains.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/HDM_9807.661d93b320d54.png?auto=format%2Ccompress&q=70&w=400)
![There was also an immersive Dance 360° Photo Studio opportunity, plus the chance to create personalized, festival-inspired charm anklets to complement their boots and paint and customize their own bandanas. Sponsors include PATRÓN, Delta, Dove, INFINITI, Michaels Stores, and COVERGIRL.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/HDM_9862.661edd047533e.png?auto=format%2Ccompress&q=70&w=400)
![Chem Creative served as the production agency, Corso Marketing Group as the experiential agency, and PR Dept as the PR and communications agency for the invite-only event, which will return for Stagecoach. Homegrown provided catering.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/HDM_0006.661d93b2c7781.png?auto=format%2Ccompress&q=70&w=400)
![CELSIUS Energy Cosmic Desert](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2148464734.661d91dc82cd2.png?auto=format%2Ccompress&q=70&w=400)
![The event appropriately took on a space-inspired look, with cosmic photo ops and oversize planets floating in a lake. Guests like Barry Keoghan, Emma Roberts, and Charli D'Amelio enjoyed headlining performances from T-Pain, Two Friends, and DJ Xandra.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2148451145.661d91def4095.png?auto=format%2Ccompress&q=70&w=400)
![PAPER Playground](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/ENTERWORKS_PAPERMAG_COACHELLA_4.11.24_AMV_0911.66203b4b475c2.png?auto=format%2Ccompress&q=70&w=400)
![In addition to an array of PAPER-branded photo ops, an event highlight was a live art installation from art marketplace Cohart, where multimedia artist momloveart (pictured) did live body painting and created a mural featuring VIP names. (Create Entertainment provided talent and press outreach on behalf of Cohart.) Additional sponsor moments included oversized black LoveSac bean bags and an Impossible Foods truck. Brand partners also included Absolut RTD x Ocean Spray, Sainte Marguerite en Provence, Saint James, FanFix, Zen Water, Reign Energy, and Cookie Pop OREO.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Cohart_momloveart_Paper_Playground_1_Photo_Credit_Araya_Doheny.661da7f7cae9e.png?auto=format%2Ccompress&q=70&w=400)
![Sonic Desert](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2148576163.661d9ccf05be9.png?auto=format%2Ccompress&q=70&w=400)
![The event had a variety of sponsor activations from Coca-Cola Spiced, sparkling mineral water brand Topo Chico, and more. Weekend one featured a live DJ performance from BMP Music artist Austin Millz.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2148576783.661d9cccad00f.png?auto=format%2Ccompress&q=70&w=400)
![Desert Nights by TAO Group Hospitality and Corso Marketing Group](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/ACTIVATION.66206c7aaafaa.png?auto=format%2Ccompress&q=70&w=400)
![TAO Group Hospitality also integrated the brand into a variety of other touchpoints, including a signature “poppi citrus spritz” cocktail, product integration at VIP tables, and a poppi parade (pictured).](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/POPPI_PARADE.66206c7a2b8d2.png?auto=format%2Ccompress&q=70&w=400)
![Pizza Hut, meanwhile, hosted a slice shop at Desert Nights, where guests could choose between cheese, pepperoni, veggie, and the brand’s signature “supreme” flavors. The activation also featured co-branded Pizza Hut x TAO Group Hospitality slice boxes and caricatures by the cartoon artist Napkin Killa.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/20240413_MikeKirschbaum_KURZA_DesertNights_712.66206bf1afa3d.png?auto=format%2Ccompress&q=70&w=400)
![818 Outpost](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/818_Outpost_Anna_Dave_3.661ebbfbf2643.png?auto=format%2Ccompress&q=70&w=400)
![Attendees could also enjoy complimentary services from 818 partners like Bumble, which offered a cowboy hat customization station; Tezza, which offered a custom photo moment; Gopuff, which offered a provisions shop full of snacking staples; and Anastasia Beverly Hills, which offered a makeup touch-up station.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/818_Outpost_Anna_Dave_4.661ebb776ac45.png?auto=format%2Ccompress&q=70&w=400)
![Heineken House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Heineken_House.661d94a77cfa2.png?auto=format%2Ccompress&q=70&w=400)
![The immersive space highlighted Heineken’s portfolio of beer offerings, Heineken Original, Heineken Silver, and Heineken 0.0.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Heineken_House_Daytime.661d94286187e.png?auto=format%2Ccompress&q=70&w=400)
![Interscope & Capitol Records Coachella Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/CJP27238.661d9ecf77b05.png?auto=format%2Ccompress&q=70&w=400)
![ORBIT Gum offered attendees refreshing surprises at its 'wall of Enchant-Mint,' where hands reached through a hedge to give out gum, branded fans, and more.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/20240413_MikeKirschbaum_KURZA_Interscope_089.661d9f95cbe6c.png?auto=format%2Ccompress&q=70&w=400)
![TUMI highlighted its new golf collection with a custom putting green. Guests could also enjoy lunch provided by Truth Barbeque, and drinks provided by Espolòn Tequila and Golden Road Brewing’s Mango Cart. Gen Z beauty brand eos had a poolside activation that included sweet treats, hand massages, summer beauty essentials, and more. Analog designed and produced the event and its sponsor activations. The experiential agency powered the event with clean battery power from Overdrive, did on-site waste diversion and composting with Compostable LA, and recycled and repurposed all scenic. Leftover product was donated to a local Palm Springs church program.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/20240413_MikeKirschbaum_KURZA_Interscope_139__1_.661d9f158af9b.png?auto=format%2Ccompress&q=70&w=400)
Analog designed and produced the event and its sponsor activations. The experiential agency powered the event with clean battery power from Overdrive, did on-site waste diversion and composting with Compostable LA, and recycled and repurposed all scenic. Leftover product was donated to a local Palm Springs church program.
![The Racquet Club's Pickelball Tournament](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DJR_2146.66203b9d5e106.png?auto=format%2Ccompress&q=70&w=400)
![The event featured the launch of Visto Visors, a new fashion line of hats and visors focused around the pickleball, golf, and tennis communities.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DJR_1955.66203b9d07d06.png?auto=format%2Ccompress&q=70&w=400)
![There was also a rose cart by Sainte Marguerite En Provence Rose (pictured), plus canned cocktails by Absolut RTD, comfy white Lovesac bean bags, a True Religion ice cream truck, and snacks from Cookie Pop OREO, Cereal Pop Fruity Pebbles, and Candy Pop Twix. Other partners included Franklin Pickleballs, Joola, Fanfix, ElectroLit, GoPuff, and Zen Water.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DJR_2199.6621aaff9af78.png?auto=format%2Ccompress&q=70&w=400)
![Ed Banger & Friends in the Desert: Presented by House of the Dragon](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/BFA_44571_6279166.661d9ac0b6b61.png?auto=format%2Ccompress&q=70&w=400)
![Emotional Utility Beverage's 'Friday Fuel' Pre-Festival Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/BFA_44586_6276980.661ebf1944407.png?auto=format%2Ccompress&q=70&w=400)