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
Pinterest's first-ever Coachella activation was called Manifest Station, a fashion and beauty experience produced by experiential agency MKG that will return for weekend two. The space encouraged festivalgoers to evoke the nostalgic fashion of Coachella in decades past, while also tapping into current Pinterest-identified trends like “Lana Del Rey core” and “2014 core." The bespoke activation included an ethereal photo op set in clouds.
Photo: Kelly Puleio
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.
Photo: Kelly Puleio
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).
Photo: Kelly Puleio
Aperol Terrazza
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
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.
Photo: Lex Gallegos for Aperol
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.
Photo: Lex Gallegos for Aperol
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.
Photo: Lex Gallegos for Aperol
NYLON House
On Friday night, BDG–the publisher of NYLON—hosted its popular NYLON House event at the private Cavallo Ranch in Palm Springs. The after-hours event drew a curated selection of celebrities, musicians, and influencers, including Billie Eilish, Megan Fox, Tyga, Simu Liu, Becky G, and Ariana Madix. Guests danced into the early morning with DJ sets from Sofi Tukker, BLOND:ISH, and Tinx & Lucas. The event was designed and produced by Event Eleven.
Photo: Line 8 Photography
NYLON House was presented by Smirnoff ICE, which hosted an on-site ice chalet.
Photo: Line 8 Photography
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.
Photo: Line 8 Photography
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.
Photo: Line 8 Photography
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.
Photo: Kit Karzen for NYLON House
ZOEasis
The day after NYLON House, BDG also hosted ZOEasis, celebrating The Zoe Report. Also held at Cavallo Ranch and designed and produced by Event Eleven, the gathering drew the likes of Saweetie and Ashlee Simpson Ross for a sun-filled day of music, style, experiences, and more.
Photo: Kit Karzen for ZOEasis
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.
Photo: Kit Karzen for ZOEasis
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.
Photo: Kit Karzen for ZOEasis
Method's Festival Activations
This year, Method was Coachella’s official body and haircare sponsor—and tapped into its new “Unleash Your Inner Shower” campaign with a unique activation on festival grounds. The brand worked with experiential marketing agency Revolution Marketing.
Photo: Courtesy of Method
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.
Photo: Courtesy of Method
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.
Photo: Courtesy of Method
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.
Photo: Courtesy of Method
Method’s Shower Power Golf Cart—complete with soap bubbles, of course—traveled festival grounds to hand out body washes, shampoos, and conditioners.
Photo: Courtesy of Method
Amex Experience
American Express cardmembers could visit Amex’s immersive experience on festival grounds. This year’s space took on a winter wonderland feel inspired by Reneé Rapp’s Snow Angel album.
Photo: Dan Steinberg for American Express/AP Images
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.
Photo: Dan Steinberg for American Express/AP Images
Cardmembers could also get a mystery merch box when they stopped by the experience's "Merch To-Go" window.
Photo: Dan Steinberg for American Express/AP Images
YouTube Lounge
For the 12th year, YouTube was Coachella's exclusive livestream partner across both weekends. To celebrate this year's lineup, MAS partnered with YouTube to create a 2,000-square-foot immersive desert oasis full of photo ops and interactive surprises. The on-site, sculptural lounge, designed by MAS and brought to life by Pink Sparrow's onsite fabrication, created a fully functional media space for artists and fans by incorporating multiple levels and oversized propping layered throughout.
Photo: Acacia Evans
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.
Photo: Acacia Evans
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.
Photo: Acacia Evans
Goodwill's Coachella Art Studio
Goodwill Industries International and Goodwill of Southern California highlighted sustainability, inclusivity, and creativity at this year’s Coachella festival by empowering art and design activities in partnership with Scene Creative. Festivalgoers could tap into their inner artist and fashion designer at The Coachella Art Studios, which offered a variety of activities from jewelry making and upcycling inspirations using thrifted clothing to live drawing, decorating tote bags, and interacting with designers and artists.
Photo: @matthoulemard
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.
Photo: @matthoulemard
Absolut.Land
Absolut invited consumers at Coachella to “break the ice” at its Absolut.Land activation. Located behind the Sonora Tent on festival grounds, Absolut.Land was open all three days and will be returning for weekend two. Produced by 160over90, the activation featured a continuous DJ set until close, access to the metaverse for a fun gaming experience, and a main bar and an Ocean Spray bar.
Photo: Marissa Joy Photography
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.
Photo: Marissa Joy Photography
Gallery Desert House Presented by PATRĂ“N
Lifestyle publisher Gallery Media brought its experiential event series, "Gallery House," to the desert. Presented by PATRĂ“N EL ALTO, Gallery Desert House hosted talent and influencers including Scheana Shay, Tom Schwartz, Nick Viall, Harry Jowsey, "Pookie" and Jett Puckett, and more.
Photo: Helen Perez/Harp Digital Media
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.
Photo: Helen Perez/Harp Digital Media
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.
Photo: Helen Perez/Harp Digital Media
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.
Photo: Helen Perez/Harp Digital Media
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.
Photo: Helen Perez/Harp Digital Media
CELSIUS Energy Cosmic Desert
To celebrate its new Space Vibe Trilogy, CELSIUS Energy hosted the aptly named "Cosmic Desert" event on Friday. Celebs and influencers like Megan Fox (pictured) were able to try out the brand's three new flavors: Astro Vibe (Sparkling Blue Razz), Cosmic Vibe (Sparkling Fruit Punch), and Galaxy Vibe (Sparkling Strawberry Watermelon).
Photo: Tommaso Boddi/Getty Images for CELSIUS Energy
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.
Photo: Gonzalo Marroquin/Getty Images for CELSIUS Energy
PAPER Playground
PAPER kicked off Coachella weekend with the PAPER Playground last Thursday. The event was powered by E11even and Zev Norotsky's experiential agency ENTER, with additional curation by The Influence. The gathering drew 1,200 guests to a private estate in Bermuda Dunes, which was converted into a nightclub-like setting with a large stage for performances and DJ sets, plus an outdoor area featuring bars and lounge areas.
Photo: BFA
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.
Photo: Araya Doheny
Sonic Desert
Sonic Desert—presented by Coca-Cola Spiced and Topo Chico in partnership with BPM Music—was held at 21 Arrows Ranch in Thermal, Calif. on Saturday. It was produced by The Style Firm. On site, Lauren Altman showcased a mixed media art installation entitled "Desert Garden," which used upcycled Coca-Cola and Smartwater products along with upcycled pieces from her fashion collection, Lauren Altman Studio.
Photo: Randy Shropshire/Getty Images for Sonic Desert
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.
Photo: Randy Shropshire/Getty Images for Sonic Desert
Desert Nights by TAO Group Hospitality and Corso Marketing Group
The invite-only Desert Nights event by TAO Group Hospitality and Corso Marketing Group, in partnership with PATRĂ“N EL ALTO, took over the private Zenyara Estate for three nights and welcomed VIPs like Sabrina Carpenter, Barry Keoghan, Alix Earle, and Travis Kelce. The event featured a number of fun sponsor activations, including a custom sampling bar from poppi where guests could try the brand's new Lemon Lime flavor, snap pics, and grab custom merch.
Photo: Desert Nights by TAO Group Hospitality and CMG
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).
Photo: Desert Nights by TAO Group Hospitality and CMG
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.
Photo: Desert Nights by TAO Group Hospitality and CMG
818 Outpost
Kendall Jenner’s 818 Tequila brought its popular 818 Outpost back to the desert as an exclusive, one-day pop-up experience. The space was modeled after a pioneer-style Western town, featuring a full-service saloon with complimentary 818 Tequila cocktails, Sprinter Vodka Soda, Olipop, and Chamberlain Coffee, along with festival essentials from partners like Zico, Lemme, Vacation Inc., Liquid I.V., and more.
Photo: Anna Dave
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.
Photo: Anna Dave
Heineken House
Heineken, an official Coachella sponsor for more than 20 years, hosted its annual festival within the festival: Heineken House. During weekend one, the gathering featured performances by T-Pain, Lupe Fiasco, Bob Sinclair, and more, while weekend two will be headlined by Fat Joe.
Photo: Priscilla Rodriguez
The immersive space highlighted Heineken’s portfolio of beer offerings, Heineken Original, Heineken Silver, and Heineken 0.0.
Photo: Priscilla Rodriguez
Interscope & Capitol Records Coachella Party
Interscope returned for its annual Coachella celebration, this year alongside Capitol Records, with a private event in Palm Springs on Saturday. The gathering featured a variety of fun, festival-themed sponsor activations, including the Skechers Comfort Lounge. Reflective of its collaboration with Snoop Dogg, the lounge was stocked with footwear including Skechers Hands Free Slip-ins, with customization by renowned artist James Goldcrown.
Photo: Polk Imaging
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.
Photo: Courtesy of Interscope/Capitol
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.
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.
Photo: Courtesy of Interscope/Capitol
The Racquet Club's Pickelball Tournament
Pickeball community The Kitchen hosted its second annual Coachella tournament, with production by Zev Norotsky's ENTER. The event featured games, open bar stations, snacks, gifting, music, wellness activations, and poolside lounging. It was hosted by The Pointer Brothers.
Photo: Dylan Riley
The event featured the launch of Visto Visors, a new fashion line of hats and visors focused around the pickleball, golf, and tennis communities.
Photo: Dylan Riley
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.
Photo: Dylan Riley
Ed Banger & Friends in the Desert: Presented by House of the Dragon
On Saturday, Max teamed up with house music label Ed Banger at the OCA Estate to announce and celebrate the "House of the Dragon Remix Challenge" hosted on electronic music hub Beatport. Notable attendees included Benny Blanco, CJ Perry, A-Trak, Bonobo, The Dare, and Mia Moretti. Guests enjoyed dueling back-to-back DJ sets from Ana Calderon vs. Tiffany Tyson, Breakbot vs. Irfane, and BLOND:ISH vs. Pedro Winter.
Photo: Kyle Goldberg/BFA.com
Emotional Utility Beverage's "Friday Fuel" Pre-Festival Party
Emotional Utility Beverage hosted a pre-festival party last Thursday in Bermuda Dunes. Presented by Richie Akiva and with DJ sounds by Pookie, the intimate daytime event drew talent and influencers such as Teyana Taylor, Banks, Mackenzie Dipman, and Badius. Guests hydrated with the full flavor collection poolside, enjoying light bites and specialty EUB cocktails mixed with Tito’s and Casamigos.
Photo: BFA
