Pinterest returned to Coachella for the second year in a row, working with NVE Experience Agency to create an inspiration-packed space in the desert where fans could explore, try on, and remix trends that will dominate this year's festival season.Photo: Courtesy of Pinterest
INDIO, CALIF.—The Coachella Valley Music and Arts Festival kicked off April 11-13, drawing 125,000 people per day to the Empire Polo Club in Indio, Calif., for headlining performances from Lady Gaga, Green Day, and Post Malone—not to mention a frenzy of desert-chic fashion, creator content, and, of course, brand takeovers. (The festival's second weekend takes place today through April 20.)
While TikTok buzzed with viral videos of luxe campsite setups and influencer fit checks, the real action—at least for marketers and event profs—was in the sprawling constellation of pop-ups, parties, and brand activations that stretched across the Coachella Valley.
On festival grounds, guests could remix their looks at Pinterest’s eclectic collage-inspired activation, chill out at Coca-Cola’s retro pop shop, wander through Sol de Janeiro’s colorful scent portals, or test their trivia knowledge at Aperol’s playful Italian piazza. Meanwhile, off-site happenings from brands like NYLON, Pandora, REVOLVE, Fenty Beauty, Pacsun, Max, and more kept the weekend pulsing with exclusive vibes, immersive environments, and camera-ready moments.
From smart strategies to wild aesthetics, this year’s Coachella brand moments delivered big on creativity, content, and experience. Read on for our favorite event ideas, builds, and behind-the-scenes highlights from weekend one...
Pinterest Activation
Pinterest returned to Coachella for the second year in a row, working with NVE Experience Agency to create an inspiration-packed space in the desert where fans could explore, try on, and remix trends that will dominate this year's festival season.
Photo: Courtesy of Pinterest
The eclectic space was based on research that weekly Pinterest users are likely to attend multiple music festivals, and are using Pinterest to plan and shop their fits. The space also emphasized this festival season’s top beauty and fashion trends, as predicted by Pinterest’s expert trend forecasters and based on user search data.
“Searches for Coachella start spiking at the beginning of the year on Pinterest and nearly half of those searches are driven by Gen Z,” said Sara Pollack, vice president of global consumer marketing at Pinterest. “This gives us an early peek into what trends are likely to pop this festival season. We’re excited to help festivalgoers put a new spin on their identity by exploring and shopping the trends on Pinterest, and to give Coachella fans the opportunity to create an aesthetic all their own at the festival with our stylists and trend experts.”
“Searches for Coachella start spiking at the beginning of the year on Pinterest and nearly half of those searches are driven by Gen Z,” said Sara Pollack, vice president of global consumer marketing at Pinterest. “This gives us an early peek into what trends are likely to pop this festival season. We’re excited to help festivalgoers put a new spin on their identity by exploring and shopping the trends on Pinterest, and to give Coachella fans the opportunity to create an aesthetic all their own at the festival with our stylists and trend experts.”
Photo: Courtesy of Pinterest
The immersive activation was designed in partnership with Ramisha Sattar, who is also Chappell Roan's creative director. Decor was inspired by this year’s top festival trends and Pinterest’s collage feature, an interactive tool that lets users cut out objects from their favorite Pins to create mood boards they can share with friends.
Photo: Courtesy of Pinterest
In the styling area, on-site stylists helped visitors remix their look with trend-inspired upgrades and accessories before heading to the photo studio to have their portrait taken by a professional photographer. This photo was then added to one of Sattar’s collages, allowing fans to become part of the artwork.
Photo: Courtesy of Pinterest
Red Bull Mirage
This year saw the debut of Red Bull Mirage, a 20,000-square-foot structure located directly across from the event's Quasar Stage. As the festival's exclusive energy drink, Red Bull provided attendees with a central hub featuring distinct experiences across multiple levels. General admission guests enjoyed access to specialty drinks including Red Bull Summer Edition slushies, a pop-up DJ set by Joaqu.n of Pangea Sound, and cooling misters. Level one, meanwhile, offered a reservation-only Nobu omakase experience paired with a curated Red Bull cocktail menu, while level two hosted a happy hour for creators and media. Level three served as an invite-only retreat for artists and celebrities.
Photo: Red Bull Content Pool
NYLON House in the Desert Presented by Ulta Beauty
This year’s NYLON House took over event venue MARAZA. According to event designer and producer Tony Schubert of Event Eleven, it "took guests on an immersive 'Deep Dive' experience featuring jellyfish, sea anemones, underwater-themed visuals, and a larger-than-life octopus installation in partnership with title sponsor Ulta Beauty."
Photo: Line 8 Photography
Ulta Beauty served as the title sponsor and exclusive beauty retailer of NYLON House. The brand hosted its own hair and makeup bar, where Ulta Beauty Pro Team artists provided festival-ready touch-ups and beauty tips. Guests also explored limited-edition beauty drops, discovered must-have products, and captured the moment at a custom step-and-repeat and luxe content lounge.
“Festival season is a celebration of creativity, connection, and self-expression—and that spirit was at the heart of our presence at NYLON House at Coachella,” said Kelly Mahoney, CMO of Ulta Beauty. “Every detail was designed to help guests feel confident and shine well into the night."
“Festival season is a celebration of creativity, connection, and self-expression—and that spirit was at the heart of our presence at NYLON House at Coachella,” said Kelly Mahoney, CMO of Ulta Beauty. “Every detail was designed to help guests feel confident and shine well into the night."
Photo: Line 8 Photography
Additional brand activations included Marshalls, Adidas, CoverGirl, Sally Hansen, and Banter.
Photo: Line 8 Photography
Event Eleven worked with 3 Line on fabrication; Pro Systems on lighting, audio, and video; Lighten Up on lighting; Stage Tech on staging; FormDecor and Cosmos on furniture; Choura on tenting; Bright Rentals on rentals; and JRM on security.
The event also showcased a live performance by Dove Cameron, along with DJ sets from Austin Millz and James Hype.
The event also showcased a live performance by Dove Cameron, along with DJ sets from Austin Millz and James Hype.
Photo: Line 8 Photography
Method's 'Dream in the Desert' Activation
Method returned to the Coachella Valley Music and Arts Festival for a second year as the official body and hair care sponsor—and unveiled "Dream in the Desert," an immersive, multisensory activation inspired by its latest innovation, Dream Foam body wash. The activation was produced by Revolution Marketing.
Photo: Courtesy of Method
The activation transported guests into four surreal dream worlds—"Velvet Ember," "Iridescent Shore," "Bloom Lounge," and "Enchanted Grove" (pictured)—all inspired by the different Dream Foam fragrances.
Photo: Courtesy of Method
Method also let festivalgoers try out three of its body and hair care in scents at the Coachella campgrounds.
Photo: Courtesy of Method
In addition to the activation, Method also partnered with acclaimed hair artist Charlie Le Mindu to create four one-of-a-kind hair suits, inspired by Method’s new extended hair care line.
Photo: Courtesy of Method
Coca-Cola's Pop Shop
Coca-Cola returned to Coachella to celebrate its "Real Magic" campaign with the Coca-Cola Pop Shop activation, designed and produced by Crown + Conquer. Inspired by the iconography of Coca-Cola, the activation reimagined the classic soda fountain with a modern twist.
Photo: Joelle Grace Taylor
As guests entered, they were immediately immersed in the rich history of the brand by walking through a "soundsorial" corridor featuring the sounds of fizzing bubbles, pouring, and popping open a Coke.
Photo: Joelle Grace Taylor
The main space gave guests a place to cool off and enjoy an ice-cold Coke or float; there was also a photo booth. Crown + Conquer worked with Firecracker Works on fabrication, Nitemind on lighting, MAS Media on audio, and 200 Proof for brand ambassadors.
Photo: Joelle Grace Taylor
Sol de Janeiro's Casa Cheirosa
Beauty brand Sol de Janeiro is the exclusive sponsor of the body care and fragrance categories at Coachella 2025—and tapped creative agency MKG to create Casa Cheirosa, a 30-by-30-foot sensory playground. The activation guided guests through six interactive zones: Attract, Enter, Entice, Engage, Chill, and Extend.
Photo: Courtesy of Sol de Janeiro
Brand ambassadors walked guests through its Cheirosa mist collection, educating them on the story behind each mist’s number—like Cheirosa 62, inspired by 1962 Brazil, a golden era of beach culture, self-expression, and bossa nova.
"We designed Casa Cheirosa to be more than just an activation—it's a multisensory journey that embodies Sol de Janeiro's vibrant spirit," said Lauren Austin, chief creative officer of MKG. "By transforming iconic Rio elements into interactive fragrance experiences, we've created a space where festivalgoers can discover, play, and express themselves through scent."
"We designed Casa Cheirosa to be more than just an activation—it's a multisensory journey that embodies Sol de Janeiro's vibrant spirit," said Lauren Austin, chief creative officer of MKG. "By transforming iconic Rio elements into interactive fragrance experiences, we've created a space where festivalgoers can discover, play, and express themselves through scent."
Photo: Courtesy of Sol de Janeiro
In the "Cheirosa Your Way" section, a vibrant wall of fragrances invited scent layering, personalization, and play.
Photo: Courtesy of Sol de Janeiro
Additional standout features included the Rio orelhões—dome-shaped public phone booths known as “big ears”—that were creatively reimagined into colorful scent portals, wrapped in original artwork to capture each Cheirosa’s mood and identity.
The space also featured ambient scent pods and a DJ-powered lounge, plus the House Mini Bar, where guests built a Festival Survival Pouch with body care minis, hydration essentials, and their chosen fragrance.
The space also featured ambient scent pods and a DJ-powered lounge, plus the House Mini Bar, where guests built a Festival Survival Pouch with body care minis, hydration essentials, and their chosen fragrance.
Photo: Courtesy of Sol de Janeiro
Billboard and Amazon's 'MuSick' Experience
On April 12, Billboard and Amazon teamed up with comedian/musical improviser Reggie Watts to present “MuSick: Live from Reggie Watts’ Couch,” an activation and event with Amazon Pharmacy and Amazon One Medical.
The event was based on a simple premise: that Amazon is making healthcare less painful. The story behind the unique setup was that Watts woke up on festival day feeling awful, then turned to Amazon One Medical and Amazon Pharmacy to chat with his care team and get his meds delivered even while he’s traveling. Feeling inspired, he wondered what else might be possible—so he decided to drive his motorized couch around Palm Springs.
The event was based on a simple premise: that Amazon is making healthcare less painful. The story behind the unique setup was that Watts woke up on festival day feeling awful, then turned to Amazon One Medical and Amazon Pharmacy to chat with his care team and get his meds delivered even while he’s traveling. Feeling inspired, he wondered what else might be possible—so he decided to drive his motorized couch around Palm Springs.
Photo: Rachel Kaplan for Billboard
Watts eventually pulled up at the Ace Hotel, where festivalgoers had their own wellness-inspired experience with Watts' “sick” beats serving as their soundtrack, and a DJ set from special guest NEIL FRANCES. The event space served as an extension of Watts' living room, making guests feel as though they were attending a house party he was hosting just for them. Partygoers were treated to specialty cocktails and mocktails including aptly named beverages like the Sinus Spritz, MuSick Margarita, Cougha-colada, Thirst Aid, and Placebo Effect, as well as cold-pressed juices from the wellness bar.
Photo: Rachel Kaplan for Billboard
Pandora Charm House
Pandora worked with producers Mirrored Media to transform a sprawling Coachella Valley estate into the Pandora Charm House, a serene, design-forward oasis just steps from the music festival. Upon arrival, guests were welcomed by a vintage white Pandora Cadillac and a retro-inspired oversize sign, an homage to classic Palm Springs motels.
Photo: Courtesy of Mirrored Media
The property was completely reimagined, with every detail thoughtfully curated to create a picture-perfect retreat that welcomed media and tastemakers throughout the weekend. Each of the home’s 10 rooms was inspired by a signature Pandora charm, brought to life through themed decor, art, and thoughtful design elements.
Photo: Courtesy of Mirrored Media
Outside, the expansive backyard set the stage for relaxation and brand immersion. Pandora pink tiles replaced the original outdoor flooring, while custom-fabricated daybeds, life-size charms, branded umbrellas, and towels and pool floats created the perfect lounging environment. The outdoor space also included a custom putting green, bocce ball, and pickleball courts. Guests enjoyed everything from poolside drinks and massages to yoga sessions, catered meals, and nightly s’mores.
Photo: Courtesy of Mirrored Media
The house also featured a product salon setup that served as a pop-up charm bar, where guests and influencers created custom festival bracelets and necklaces with the help of Pandora sale associates.
On Saturday, the brand hosted a lively daytime celebration, complete with live music, a full-service bar, charm gifting, and direct transportation to the festival. Pandora’s newest ambassador, Tyla, joined the festivities with her friends and family.
On Saturday, the brand hosted a lively daytime celebration, complete with live music, a full-service bar, charm gifting, and direct transportation to the festival. Pandora’s newest ambassador, Tyla, joined the festivities with her friends and family.
Photo: Courtesy of Mirrored Media
Aperol Spritz Piazza
Italian aperitivo brand Aperol returned to Coachella for its third year as the official spritz partner, this time with a brand-new Aperol Spritz Piazza. Located at the heart of general admission and designed to feel like an Italian square, the vibrant space featured programming all weekend, including digital trivia challenges, custom festival glow-ups, photo ops, and more. The activation was produced by Swell.
Photo: Lex Gallegos for Aperol
"Aperol has always been about bringing people together and creating moments of joy," said Allison Varone, Campari America's head of marketing. "For our third year at Coachella, we wanted to create a space where festivalgoers can immerse themselves in the spirit of Aperol. The new experience in the Aperol Spritz Piazza is our way of offering something spontaneous and exciting every day, making Coachella 2025 even more memorable for everyone who joins the joy."
Photo: Lex Gallegos for Aperol
Absolut's House of Cosmo
Absolut served as Coachella's official vodka partner, and this year hosted the Absolut House of Cosmo. In collaboration with Paris Hilton's next-gen media company, 11:11 Media, and Hilton herself—a known Cosmo lover and now Absolut's official "partner-in-cosmo"—the activation invited festivalgoers to take a respite from the desert heat while enjoying Absolut cocktails. The activation was produced by 160over90.
Photo: Marissa Joy Photography
The Absolut House of Cosmo experience featured personalized elements inspired by Hilton's style. In addition to a curated menu of Absolut cocktails, highlights included the "Sliving Room," a stylish lounge designed for connection, plus interactive self-expression stations for capturing photo ops. "The Absolut Cosmo has always been a symbol of the bold self-expression that Absolut stands for, and there is no better place to celebrate that than at Coachella," said Caroline Begley, vice president of marketing for Absolut.
Photo: Marissa Joy Photography
Amex Experience
The Amex Experience was a creative space where card members and up to three of their guests could celebrate their love for music and the culture that surrounds it. Highlights included an interactive photo booth with a selection of album cover filters, a retro fridge filled with Coca-Cola, mood boards that used Pinterest's collage feature, a custom dart game, and more.
Photo: Jones Crow
There was also a workshop where card members and guests could personalize select merch items with festival-inspired charms. American Express also set up "merch to-go windows" throughout the festival, where fans could shop an exclusive bundle of festival merch like hats, bandanas, and totes.
Photo: Jones Crow
Samyang Foods' Pop-Up Experience
Samyang Foods, the parent company of instant noodles brand Buldak, was an official sauce partner of Coachella this year—and was actually the first Korean brand to become an official partner of the music festival. The brand's pop-up experience, created by Momentum Worldwide, revolved around Buldak Sauce, allowing festivalgoers to engage in unique, interactive moments and photo ops.
"By participating as an official partner at Coachella, a global festival of music and culture, we are creating a unique opportunity for global consumers to experience Buldak Sauce in new ways, further strengthening our brand's global presence," said Chun Byung-woo, chief strategy officer at Samyang Foods.
"By participating as an official partner at Coachella, a global festival of music and culture, we are creating a unique opportunity for global consumers to experience Buldak Sauce in new ways, further strengthening our brand's global presence," said Chun Byung-woo, chief strategy officer at Samyang Foods.
Photo: Courtesy of Momentum Worldwide
Highlights of the Buldak pop-up include sampling opportunities for attendees to experience Buldak Sauce firsthand, alongside a variety of dishes that paired well with the fiery sauce.
Photo: Courtesy of Momentum Worldwide
Anker's Supercharging Hub
Tech brand Anker made its Coachella debut, powering Coachella as this year's official charging partner. For on-site campers, Anker created the ultimate power oasis in the Coachella campgrounds: the Supercharging Hub. Designed to keep campers plugged in and powered up, this vibrant space offered a range of interactive experiences and supercharging moments. It was produced by Mirrored Media.
Photo: Courtesy of Mirrored Media
Highlights of the space included the Charge & Create Bar, where fans could customize power banks with festival-inspired designs; the Volt Vault, an interactive zone with a custom claw machine filled with Anker power banks and exclusive merchandise; and the Polaroid Power Wall, a living art installation that evolved throughout the weekend with printed festival photos.
Photo: Courtesy of Mirrored Media
There was also the Anker SOLIX Showcase, a spotlight on the ultimate off-grid car camping setup powered by Anker's portable solar generators and electric coolers.
Anker's Coachella presence also underscored a growing commitment to environmental, social, and governance (ESG) initiatives, with clean energy innovation playing a leading role. In camping areas, Anker SOLIX offered solar generators and electric coolers—providing reliable, off-grid power backup to keep devices charged and essentials cool throughout the weekend.
Anker's Coachella presence also underscored a growing commitment to environmental, social, and governance (ESG) initiatives, with clean energy innovation playing a leading role. In camping areas, Anker SOLIX offered solar generators and electric coolers—providing reliable, off-grid power backup to keep devices charged and essentials cool throughout the weekend.
Photo: Courtesy of Mirrored Media
As part of its Coachella activation, Anker also built a network of premium charging stations across the festival. These sleek, solar-assisted charging lockers offered secure, hands-free charging.
Photo: Courtesy of Mirrored Media
Fenty Festival House
Fenty Beauty took over Korakia Pensione on April 13 for its Fenty Festival House, transforming the entire 13-room hotel into a vibrant experiential hub brought to life by Sunset Studios. With the recent expansion of Fenty’s product portfolio—including the highly anticipated Fenty Hair—the activation was designed to spotlight and celebrate each of the brand pillars: hair, skin, and beauty. Sunset Studios curated immersive poolside bungalows dedicated to each category.
Photo: Jennifer Johnson
Each bungalow featured bespoke beautification experiences: hairstyling and makeup stations, product personalization with an on-site calligrapher, and relaxing massages.
Photo: Jennifer Johnson
Sunset Studios worked with Planks & Patina for furniture rental, The Seed for catering, and Beach Town Pops for ice cream pops.
Photo: Jennifer Johnson
Poppi Desert Kickback
Modern soda brand Poppi celebrated the launch of its Alpine Blast citrus soda with a party at Polo Villas by AvantStay in La Quinta on April 12. Poppi investor and Coachella headliner Post Malone joined members of Poppi’s community and key tastemakers at the event.
Photo: Courtesy of Poppi
Guests browsed Poppi’s Alpine Blast-inspired merch drop and selected their favorite apparel pieces while enjoying tunes by DJ Millie; Austin, Texas-inspired barbecue (a nod to Poppi’s roots); and Alpine Blast-infused cocktails during the afternoon event.
Photo: Courtesy of Poppi
Gallery Media Group's Gallery Desert House
Gallery Media Group—the lifestyle publisher behind PureWow, @ballplayers, @moms, @cocktails, and @recipes—hosted Gallery Desert House, an immersive celebration of music, culture, fashion, and beauty. The two-week, invite-only pop-up features day-to-night programming featuring a GRWM studio, along with pool parties and specialty wellness workouts to curated music sets.
Photo: Courtesy of Gallery Media Group
“We are excited to return to the desert this year with Gallery Desert House and an incredible lineup of events and one-of-a-kind experiences at our Indio estate," said Anna Plaks, chief creative officer of Gallery Media Group. "Our goal has always been to create social-first experiences that are on the forefront of culture—sparking massive amplification and content virality in the creator ecosystem. We're partnering with some amazing brands this year and can't wait to create something truly magical together this festival season."
Photo: Courtesy of Gallery Media Group
The space featured a number of fun brand activations from the likes of U by Kotex, PATRÓN Tequila, Raw Sugar, Hunter Boots, Vince Camuto, High Noon, Josh Cellars Seaswept, Palmer’s, and Frye.
Photo: Courtesy of Gallery Media Group
YouTube’s Artist Compound
YouTube enlisted Good Sense & Co. to design, build, and manage a dreamy, desert-inspired compound within Coachella's backstage artists' area.
Photo: Courtesy of Good Sense & Co.
The front of the activation space featured a sprawling lounge, equipped with fruity popsicles and cold eucalyptus towels to help visitors beat the heat, while the YouTube Multiview live streamed onstage performances in real time.
Photo: Courtesy of Good Sense & Co.
The rear of the activation featured two private creator content studios, where Coachella artists and YouTube creators showed up to shoot videos, post content, and glam out in a photo booth by @boothbybrant.
Photo: Courtesy of Good Sense & Co.
Decor details included a flock of "flamingo-fied" versions of Coachella headlining artists by @palmeriart, plus a a custom tufted rug wall mural by YouTuber @SIMJI. The Palm Springs-inspired design was a collaboration between Good Sense & Co., Maxerie, BogartAndMoore, and a variety of local artists.
Photo: Courtesy of Good Sense & Co.
White Claw Shore Club
White Claw brought the Shore Club experience to music fans for the second year in a row as the official hard seltzer of Coachella. The brand kicked off the weekend with White Claw Sessions Powered By Billboard, an intimate party with a headline performance by Grammy Award-winning artist Maren Morris and an opening set by Maude Latour.
Photo: Courtesy of G7 Entertainment Marketing
On the festival grounds, the brand kept fans connected with energetic DJ sets, a custom photo booth, a claw machine game with prizes and upgrades, and, of course, plenty of White Claw. The activation was produced by G7 Entertainment Marketing.
Photo: Courtesy of G7 Entertainment Marketing
818 Outpost, Presented by The h.wood Group
Kendall Jenner’s 818 Tequila brought its popular 818 Outpost back to the desert for the third year in a row as an exclusive, one-day pop-up experience. The activation was produced by Revolution Marketing.
Photo: Anna Dave and Nick Wiesner
In partnership with The h.wood Group, the brand popped up with a 1970s autocamp backdrop with complimentary 818 Tequila cocktails, Sprinter Vodka Soda, CELSIUS Energy, and Saint James Iced Tea, plus festival essentials from partners including Postmates, Califia Farms, Good American, and more. There was also a DJ set by DJ Pee .Wee (Anderson .Paak).
Photo: Anna Dave and Nick Wiesner
REVOLVE Festival
Fashion brand REVOLVE Group celebrated its eighth annual REVOLVE Festival with a weekend of exclusive events, immersive experiences, and star-studded moments. Held in a new location in Thermal, Calif., the event featured live performances from Lil Wayne, Tyga, and special guest Cardi B, plus immersive brand activations and curated VIP experiences.
Photo: Getty Images for REVOLVE
This year’s festival was themed Desert Mirage, and the design blended chrome and organic elements to create a bold yet serene landscape.
Photo: Getty Images for REVOLVE
Attendees explored activations from top fashion, beauty, and lifestyle brands.
Photo: Getty Images for REVOLVE
Max's 'House of Vance' Pop-Up
To mark the highly anticipated debut of the fourth season of Emmy Award-winning comedy series Hacks, Max and Palm Springs Pride partnered for the "House of Vance" pop-up event on April 11. Against the backdrop of Casa Chino Estate, fans and press alike were immersed in Deborah Vance’s world, with highlights including a DJ set by Trixie Mattel.
Photo: Vivien Killilea/Getty Images for Max
Guests could also purchase limited-edition Hacks swag, explore curated wardrobe displays showcasing Deborah’s iconic looks from past and present seasons, and participate in tarot readings and portrait stations. Viva Las Vegas vibes (a nod to Deborah’s roots) were also present with blackjack tables with exclusive Hacks-branded cards offering fans a chance to win special prizes.
Photo: Vivien Killilea/Getty Images for Max
Refinery29's 29Rooms
To celebrate its 20th anniversary, media company Refinery29 has brought back its industry-defining franchise 29Rooms with The Lunar Lounge in Palm Springs during Coachella weekend one. Art installations were dotted throughout the space. It was produced by DS EventHaus. See more: 29Rooms Returns: See Inside the First Stop of the Immersive Experience’s Road Trip
Photo: Lexus Gallegos for Refinery29
Pacsun Roadside Stand
Kicking off weekend one, Pacsun's Roadside Stand transformed a stretch of Highway 111 in Palm Springs into a destination for all things festival prep. More than 1,000 customers, influencers, and guests of the brand came through to shop exclusive merchandise, spin the wheel for prizes, and get styled in looks designed for the heat—and their social media feeds.
Photo: Courtesy of Pacsun
Highlights included a hair tinsel station, customizable embroidery, and a Pacsun x TikTok Shop Super Brand Day setup, complete with a QR code that directed visitors to shop the collection directly via Pacsun’s TikTok Shop. Two Pacsun Festival billboards in Palm Desert added to the visibility, creating a runway effect for road-trippers heading to the festival grounds.
Pacsun also had a booth during Neon Carnival. “Festival season is an important cultural moment for our community, and we wanted to show up in a way that felt both intentional and impactful,” said Richard Cox, chief merchandising officer at Pacsun. “We focused on building experiences that our community could engage with, on their terms, in the spaces they already live and connect.”
Pacsun also had a booth during Neon Carnival. “Festival season is an important cultural moment for our community, and we wanted to show up in a way that felt both intentional and impactful,” said Richard Cox, chief merchandising officer at Pacsun. “We focused on building experiences that our community could engage with, on their terms, in the spaces they already live and connect.”
Photo: Courtesy of Pacsun
Sprinter & REVOLVE Pool Party
Kylie Jenner’s Sprinter Vodka Soda returned for its second year in the desert, this time offering festivalgoers four flavors from the new Sprinter Palm Springs Pack, all inspired by the desert setting. In addition to activating at REVOLVE Festival and 818 Tequila's 818 Outpost, Sprinter kicked off the weekend by co-hosting REVOLVE’s exclusive pool party at Parker Palm Springs on April 11. The pool party featured a selection of exclusive Sprinter Vodka Soda cocktails, including the four new flavors from the Palm Springs Pack. The Sprinter activation was produced by Revolution Marketing.
Photo: Courtesy of REVOLVE
Interscope and Capitol Records' Coachella Party
Interscope and Capitol returned for their annual Coachella celebration with a private event held in Palm Springs on April 12. Now in its ninth year, the event allowed guests to visit a number of interactive sponsor stations, including hand massages provided by Mixsoon, hydration and cold towels from Smartwater, a secret garden experience from High Noon Vodka Iced Tea, gift cards from Starbucks, and a multisensory experience from 5 Gum. Throughout the evening, guests enjoyed PATRĂ“N EL ALTO and premium PATRĂ“N cocktails.
Photo: Christopher Polk/Polk Imaging for Interscope/Capitol
Guests were also given limited-edition American Express tote bags, which they were able to fill with exclusive Adidas merch, Stanley tumblers, and other premium items.
Photo: Christopher Polk/Polk Imaging for Interscope/Capitol
Sonic Desert
Sonic Desert returned for its third consecutive year. Set at 21 Arrows Ranch, a 20-acre private estate located minutes from the festival grounds, the invitation-only event took place on April 12 and drew a mix of celebrities, influencers, and creatives. Upon entry, guests made their way past the Sonic Desert sign, which was custom-created this year with Coca-Cola bottles by mixed-media artist Sarah Davis.
Photo: Paul Archuleta/Getty Images for Sonic Desert
The event’s title sponsor, Coca-Cola, curated a VIP lounge; other highlights included a high-end spread from STK Steakhouse, three bars and various hydration stations, and oversize floral designs from Fancy Florist Inc.
Photo: Paul Archuleta/Getty Images for Sonic Desert
Evolus' JeuveauFest
Evolus—the maker of injectables Jeuveau and Evolysse—took over ARRIVE Palm Springs for JeuveauFest, which included several days of festivities including a DJ set from Kyle Cook from Summer House, a pool party catered by In-N-Out, and complimentary Jeuveau injections.
Photo: Courtesy of Evolus
Heineken House
Heineken House, the popular festival within the festival, took place during weekend one and featured performances by Afrojack, Pusha T, and more. Boasting a refreshed design, this year’s Heineken House featured vinyl record elements creating a “listening bar”-style atmosphere, providing festivalgoers with an oasis on festival grounds. The activation is returning for weekend two.
Photo: Phillip Faraone/Getty Images for Heineken
Dreame Dry Bar at Guess Compound
Last week, Dreame Technology announced the U.S. launch of the AirStyle Pro, a new 7-in-1 hair drying and styling tool kit. To celebrate the release, Dreame Technology hosted an invite-only pop-up salon and styling bar—the Dreame Dry Bar—at the exclusive GUESS JEANS Compound during Coachella weekend one. In the space, celebrity hairstylist Davontaé Washington provided exclusive styling sessions to VIP guests using the Dreame AirStyle Pro, and curated the menu of styling services available in the salon.
Photo: Courtesy of Dreame Technology
Along with the salon, Dreame created an eye-catching photo booth.
Photo: Courtesy of Dreame Technology
MAXIM's 'Welcome To The Desert' Festival Pregame Party
MAXIM's 2025 “Welcome To The Desert” festival kickoff party on April 10 celebrated the magazine's new Cindy Crawford cover—and the newly released Freaky Tales film—with 1,000 VIP guests and a performance by Too $hort. The event was held at Laguna Seca Estates in Bermuda Dunes, which features sprawling grounds and an airplane hangar that was transformed into the focal point of the night's festivities. The event was produced and conceptualized by experiential marketing agency ENTER.
Photo: Bobby Rachpoot
The event featured activations from various partners, including a denim-clad photo op from True Religion. Other key partners included Heineken, Absolut, Skrewball Peanut Butter Whiskey, Casa Azul, FanFix, Culture Kings, and LaCroix.
Photo: Bobby Rachpoot
JW Marriott Desert Springs Resort & Spa's Coachella Essentials Pop-Up Lobby Shop
Throughout the weekend, JW Marriott Desert Springs Resort & Spa in Palm Desert featured a Coachella Essentials Pop-Up Lobby Shop, a one-stop destination for festival must-haves—including sunscreens, sunglasses, and more—located in the hotel's lobby. The property's spa is also offering exclusive treatments inspired by songs, including the Lady Gaga-inspired "Poker Facial."
Photo: Courtesy of JW Marriott Desert Springs Resort & Spa's
Dancing Wine's Rosé Pool Party
To celebrate the launch of its 2024 rosé, the wine label and lifestyle brand Dancing partnered with Drift Hotels to serve drinks, showcase its new vineyard-inspired fragrances, host a rosé ring toss, and more. The daytime event, which was free and open to the public on April 12 and 13, also had a DJ.
In addition to the Drift Hotels pool party, Dancing also partnered with Outstanding in the Field to pour wines at its first dinner of the weekend, held in the Rose Garden VIP section in the festival.
In addition to the Drift Hotels pool party, Dancing also partnered with Outstanding in the Field to pour wines at its first dinner of the weekend, held in the Rose Garden VIP section in the festival.
Photo: Phyllis Langley/Way Out Visual Co.
Neon Carnival, Presented by PATRĂ“N El Alto Tequila
Neon Carnival, the coveted invite-only after-hours experience that's not officially affiliated with Coachella, returned for its 14th year on April 12 at the Desert International Horse Park in Thermal, Calif. Created by nightlife impresario Brent Bolthouse and produced by Jeffrey Best of Best Events, the exclusive event delivered its signature mix of high-energy music, immersive attractions, and a who’s-who guest list of celebrities, influencers, and entertainment industry elite.
This year's event—which once again filled the length of three football fields with carnival rides, classic games, and more—was presented by PATRÓN EL ALTO Tequila, which debuted the new PATRÓN Headliner Margarita—served in collectible glow-in-the-dark cups—and the brand-new PATRÓN EL ALTO minis, exclusive to VIP table service. Additional sponsors included Ghost Energy, Nütrl Vodka Seltzers, LaCroix, and PathWater. (Learn more about the experience in our 2024 interview with Bolthouse, here.)
This year's event—which once again filled the length of three football fields with carnival rides, classic games, and more—was presented by PATRÓN EL ALTO Tequila, which debuted the new PATRÓN Headliner Margarita—served in collectible glow-in-the-dark cups—and the brand-new PATRÓN EL ALTO minis, exclusive to VIP table service. Additional sponsors included Ghost Energy, Nütrl Vodka Seltzers, LaCroix, and PathWater. (Learn more about the experience in our 2024 interview with Bolthouse, here.)
Photo: Getty Images
Cactus Jack x State Farm Collab
Ahead of Travis Scott’s performance, Cactus Jack and State Farm dropped two custom Cactus Jack x State Farm varsity jackets, embroidered with Scott’s signature. With only two jackets created—the most exclusive Cactus Jack merch to date—festivalgoers could enter to win the final jacket at the State Farm experience inside the Cactus Jack activation, which is returning for weekend two.
Photo: Courtesy of Cactus Jack x State Farm
Zenyara Desert Nights
Experiential agency Corso Marketing Group and underground music experience purveyor Framework officially kicked off Zenyara Desert Nights during weekend one April 11-13, with Saturday night drawing an exclusive crowd for a performance by Anyma. The teams worked with tech and hospital startup Dorsia, along with hospitality partner Tao Group Hospitality. Brands like PATRĂ“N EL ALTO, Rivian, Outcast, Heineken, BODYARMOR, Habit Burger, and Red Bull popped up with immersive activations across the estate.
Photo: Bilal Zagaoui for CMG
