Coachella 2025
What Coachella Taught Us About the Future of Experiential Marketing
“At festivals you experience a high level of ‘Communitas’, that is a temporary state in which people are together, removed from ordinary life, and in a place where social solidarity and equality can occur”
As one of the most iconic festivals in the world, Coachella has exceeded the parameters of just a ‘music event’; it’s a cultural moment that brings the worldwide media’s attention to the intersection of music, fashion, lifestyle, and brand innovation.
Coachella is a hotspot for brands to show up, show off, and connect with audiences in unforgettable ways. Last year, we explored some of our favourite brand activations at Coachella, and this year, the bar has been raised even higher. From immersive installations to influencer-driven experiences, brands are pushing the boundaries of experiential design to stand out in the sea of sequins, sun, and social content.
Poosh
With thousands of influencers and content creators flocking to the desert, Coachella offers the perfect stage for brands to amplify their reach. Festival marketing strategies like these don’t just create buzz, they shape brand perception and influence loyalty. It’s not just about visibility, it’s about turning attendees into ambassadors, people who genuinely want to share your brand across platforms and through conversations.
At a festival where the vibe is everything, the most successful activations are the ones that strike the perfect balance between aesthetic, interactivity, and authenticity. With the right experiential touch, brands become part of the festival narrative, not just a backdrop to it.
In this blog, we’ll explore the most standout activations at Coachella 2025 – those that have mastered the art of creating moments worth sharing.
[Image Credit: Poosh]
Returning for its second annual partnership with the Coachella Valley Music and Arts Festival, Pinterest is back, and if you thought last year’s dreamy activation couldn’t be topped, think again. Building on the success of their previous experiential space, Pinterest has once again created an environment that invites people to fully immerse themselves in the Pinterest state of mind.
While last year’s activation was all about self-expression through curated inspiration boards and aesthetic backdrops, this year they’ve switched up the theme but stayed true to the brand’s immersive, trend-led spirit. Guests were invited to remix their festival looks in real-time, exploring Pinterest’s latest trends in real life. Complete with interactive styling zones, beauty stations, and visual touchpoints designed to spark creativity at every corner.
[Image Credit: Pinterest]
Rhode Skin and 818 Tequila
One of the standout activations at this year’s Coachella came from Rhode Skin and 818 Tequila, whose collaborative installation exemplified a clear understanding of their shared target audience. With brand founders Hailey Bieber and Kendall Jenner publicly known for both their friendship and their influence, the partnership felt organic and resonant with festival-goers. The activation centred around a co-branded photo booth, where attendees could capture a photo and redeem a Rhode coin in exchange for a Rhode lip peptide treatment and a miniature bottle of 818 tequila. A clever pairing of practical festival essentials.
This collaboration successfully merged beauty and lifestyle in a way that felt both relevant and aspirational. It catered to the ‘clean girl’ aesthetic while still embracing the celebratory spirit of the event, making it one of the most culturally in-tune activations on-site.
[Image Credit: Rhode x 818 Tequila]
Sol De Janeiro
Making its debut as Coachella’s first official fragrance partner, Sol de Janeiro introduced Casa Cheirosa—a vibrant 30×30 ft activation blending Brazilian culture, scent, and sensory design. Timed with the brand’s 10th anniversary, the experience showcased its signature Cheirosa Perfume Mist Collection, including scents 76, 40, and 87. Each scent is tied to a distinct mood, memory, and year. The activation cleverly elevated these mists beyond product to cultural artefact, inviting guests to not just wear a fragrance, but experience it.
Festival-goers explored a scent wall and interactive “scent portals,” inspired by Brazil’s iconic orelhões (public phone booths), transformed with custom artwork and storytelling around each fragrance. With free mini mists, juices, and curated takeaways, the activation offered a multi-sensory space that went beyond product to emotional experience, cementing Sol de Janeiro’s role as a cultural and fragrance leader.
[Image Credit: Sol De Janeiro]
Coca-Cola
Coca-Cola returned to Coachella with a bold and nostalgic brand experience rooted in its ongoing “Real Magic” campaign. The Coca-Cola Pop Shop, designed and produced by Crown + Conquer, reimagined the classic soda fountain through a contemporary lens—offering festival-goers a premium bar-style environment that was both playful and elevated. From the moment guests stepped inside, they were immersed in the brand’s heritage through a “soundsorial” entryway; where the familiar sounds of fizzing bubbles, clinking glasses, and bottle caps popping brought the essence of Coca-Cola to life. Inside, the activation offered a space to unwind and enjoy a chilled Coke or an indulgent float, alongside interactive elements like a photo booth to capture the moment. The experience blended retro charm with cultural relevance, reinforcing Coca-Cola’s timeless appeal.
[Image Credit: Coca-Cola]
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