Five of the best Coachella brand experiences

Brands such as H&M, Samsung and Heineken are targeting Californian festival-goers with activations at the Coachella Valley Music and Arts Festival, taking place over two weekends this month (10-12 and 17-19 April).

Weekend Two of Coachella takes place on 17-19 April
Weekend Two of Coachella takes place on 17-19 April


Fashion brand and official Coachella sponsor H&M is celebrating its dedicated fashion line, H&M Loves Coachella, by activating the festival’s first pop-up shop on the festival grounds. The store offers pieces exclusive to the event alongside offerings from the full range, as well as free Wifi, air conditioning and water.

To celebrate the launch, the brand hosted an exclusive event alongside the Parker Palm Springs’ pool on 11 April. VIP guests included Patrick Schwarzenegger and Modern Family’s Sarah Hyland, while rock band Haim provided a DJ set.


Beer brand Heineken is hosting its own music platform at Coachella, dubbed Heineken House. Weekend One featured performances from the likes of A-Trak, Questlove and Jillionaire, all of whom performed in the venue’s ‘Living Room’.

The brand has also introduced ‘Your Mix Your Mash’, where festival fans can create their own mash-ups from loops and stems provided. After mixing beats, visitors can relax while enjoying a drink and games of Cornhole at communal tables on 'The Patio'.

The beer brand is also offering festival-goers an added extra: a cold storage activation. Guests have been invited to bring up to two cases of Heineken or Heineken light to Lot 8 and the brand will keep them cold throughout the day.


In an effort to promote its new Galaxy S6, phone brand Samsung has erected the ‘Samsung Galaxy Experience’ pop-up, which enables visitors to enjoy backstage access complete with air conditioning, free Wifi and special rewards for existing customers.

There is also a Samsung Galaxy Owners lounge located in the main VIP area, which is complete with air conditioning and free Wifi, plus attendees can view the brand’s latest models and enter a draw to win selected prizes.


The Absolut Spark Bar is an interactive activation that resembles an open-air bar, and serves up a range of Absolut-based cocktails. There is also air conditioning, Wifi available and a unique photo experience for patrons to engage with.

During Weekend One, the bar was transformed into a music space, with artist Virgil Abloh performing a live set.


A DIY beauty bar is available for festival-goers looking to touch up their make-up or try a completely new look at the Sephora Collection Beauty Patio. A handful of the beauty brand’s make-up artists are also on hand to offer advice and help people recreate the brand’s specially created festival-inspired looks.

The Sephora activation also includes a photobooth, where those who snap a photo of their new look and share it on social media entered into a draw to win a number of different prizes. Other features include a fibre mask pit, air conditioning and free Wifi.

More: SXSW 2015 - Five of the best brand activations

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