The annual Coachella Valley Music and Arts Festival in Indio, California, continues to be one of the most popular transient stages for brand promotions and experiences. Spread over two weekends (April 15-17 and 22-24), the phenomenon attracts almost 200,000 revellers from around the world – presenting a ripe hunting ground for fashion and lifestyle brands. We track the best initiatives of 2016.
- H&M Returns With Interactive Fashion Tent: Swedish fast-fashion retailer H&M upheld its sponsorship of the event for the seventh consecutive year with a second festival-inspired collection, H&M Loves Coachella. It also hosted a pop-up shop dubbed Desert Vibes in a 40 x 80 sq ft air-conditioned tent, featuring iPads for browsing/buying and an interactive digital photo-booth room. Festival-goers are immersed in a 360-degree desert scene complete with green-screen backdrop, allowing them to film three five-second clips against the changing wild, elemental landscapes, including deserts and sandstorms. The resulting 15-second mini video is ideal for Instagram.
See the Nike Lab project in Smart Stores: Connected Flagships for a similar example.
- Pre-Event Catwalk Commerce – Alice + Olivia x Neiman Marcus: Two days before the festival’s official start, New York-based womenswear brand Alice + Olivia hosted a See Now, Buy Now runway show in partnership with US department store chain Neiman Marcus. Featuring a capsule collection inspired by iconic American rock band the Grateful Dead, the show took place at the NeueHouse members-only space in LA, but was also live-streamed on both the brand and retailer’s social media channels. Post-show, key pieces were made instantly available to buy online and at Neiman Marcus Beverly Hills.
For more on direct-to-consumer catwalk commerce, see A/W 16/17 Catwalk Communications: Digital Innovations.