During Coachella, Juicy Couture launched an experiential pop-up at the Saguaro Palm Springs. The pop-up included festival-inspired beauty sessions, a refreshment bar, Juicy product giveaways and a fun digital photo opp inspired by the spring campaign. Elements of the pop-up were provided by BeGlammed, Swarovski and NYX.
Juicy also hosted a festival brunch with attendance by influencers as well as editors from key outlets such as Teen Vogue, Paper Magazine and Galore. The brand saw tremendous engagement and interaction around the pop-up, the brunch and other Coachella festivities resulting in over 37M+ impressions and 3x the follower growth across Juicy’s social platforms. Throughout the weekend, the brand engaged with influencers who had a combined following of over 75M.
Juicy Pop-Up @ Coachella
What We Did
Project Concept & Buildout, Technology Integration, Event Production, Staffing
From concept to execution.
We worked hand in hand with our partner SA Studios to create an unforgettable experience for Juicy Couture’s official re-launch of the brand at Coachella 2017.
The 28′ trailer build out included full power, air conditioning, 46″ flatscreen, vanity mirrors, stylist stations, custom salon chairs and a freezer/cooler for hundreds of La Crox flavored waters that were served daily.
In addition to the mobile salon trailer, we completed the build out with 600sq/ft of astroturf, custom pastel painted bistro sets, and a photo opportunity with the actual 1970 Chevy Impala that was used in the Juicy Couture commercial. We used a custom photo app that allowed guests to download their photos/videos and upload them directly to their social network of choice. We also were able to capture names and emails of those who wanted to hear more from Juicy.