Coachella isn’t just a stage for artists to put on a grand show — it is for brands too. This year more than ever has been one of the most innovative and eye-catching brand activations, especially with the rise of influencers sharing the exclusive events across platforms. There are some notable brands that stole the show at the desert in April that have set a precedent for future brand pop-ups.
Sabrina CARPENTER X aIRBNB
I will forever envy people who had the chance to go to Coachella solely because of this pop-up. This partnership with Airbnb immersed her fans in a Sabrina Carpenter fantasyland with a special pit stop just right off of Route 111. Attendees shouldn’t expect a classic pop-up — Sabrina Carpenter wouldn’t do them dirty like that. Instead, they found a whimsical and colorful place to rest on their way to the festival. It featured an array of Instagram-worthy photo shoot opportunities, including a row of sparkly vintage cars. Guests could also stop by the refueling slushie station and consider trying the Go-Go Juice flavor.
This one-stop shop was available to the public, but there was an exclusive event to which some fans were randomly selected to be invited. Eight lucky fans were chosen to stay at Sabrina’s House, which we can only hope is on Pretty Girl Avenue. Not only were they granted a spacious and luxurious Airbnb stay, but they also won the following: a private chef, VIP tickets, exclusive merchandise, an intimate look at the pit stop and got to meet the host herself, the one and only Sabrina Carpenter.
While looking back on this partnership, Sabrina Carpenter shared with Airbnb’s Newsroom that, “This is a full circle moment for me. I wouldn’t be here without my fans so I wanted to create something special just for them. It’s not your typical pit stop — I wanted it to feel like a surrealist fantasyland of mine.”
rHODE
It has truly been a successful Bieber-chella this year. Justin Bieber killed his performance and threw out some oldies for the die-hard Beliebers in the crowd. Hailey Bieber, coined as the First Lady of Coachella 2026, has executed some eye-catching pop-ups for rhode at the festival.
Those who were lucky enough to get an invite from Hailey Beiber took a tour around Rhode World. With off-white decor that contained bright pops of color and unique shapes, the theme felt very futuristic and modern. There were a series of activities offered, including a balloon popping game to win a rhode-themed plushie, a claw machine containing rhode products, a pocket bar with popsicle cocktails and a DJ performance featuring Hailey herself. After a day of fun at Rhode World, you’ll want to freshen up in the powder room, which features her makeup line with endless mirrors and lights.
One of my favorite brand activations to come out of this year’s Coachella is from an iconic friendship: Hailey Bieber and Kendall Jenner. While Hailey has been known for her innovative Lip Case, which provides a slot for rhode lip gloss to fit into your phone case, she decided to take that approach to form a partnership with Jenner’s 818 Tequila. Dubbing it as attendees’ “afternoon pick-me-up,” the brands sponsored a bar cart that didn’t just offer beverages. With people’s drinks, a slip containing an 818 Tequila shooter and rhode lip gloss came attached to the cup. People were encouraged to use the lip gloss after finishing their beverage to touch up any makeup that might have come off from sipping.
818 TEQUILA
Not only did Kendall Jenner partner up with one of her best friends, but with an array of other companies as well! Calling it the 818 Outpost, the invite-only event included music performances, collaborations with several other brands and cocktails made with 818 Tequila. The event’s theme this year, according to PR Newswire, gains inspiration from “mid-century Googie architecture and space-age retrofusion, weaving breezeblock details and classic Palm Springs motifs into sculptural forms that feel Jetsons-nostalgic and distinctly 818.”
While guests sip on their 818 Desert Spritzes, they are given a tote bag to fill with all the free offerings from the variety of brands at the outpost. There are more than enough collaborations that I could go on about, but I will highlight some of my favorite brand activations at the outpost:
- Hydrojug: offered customized engravings on 818 Tequila-branded cups
- k2o by Sprinter: brand new electrolyte flavors on tap, including strawberry lychee, watermelon lime and peach
- LaCroix: cocktail station using LaCroix straight from the can
- Snapchat: a photobooth that turns your picture into a keychain with a charm decorating station
The outpost was crawling with celebrity appearances such as Lizzo, Winnie Harlow, Kylie Jenner and, of course, Kendall Jenner herself. After lots of walking around to different stations and dancing to DJ sets, the outpost included a ring of food trucks sponsored by Postmates to refuel invitees. This was one of the coolest experiential outposts at Coachella, and the collaborations with brands really took 818 Outpost to the next level.
medicube
Arguably, the Korean skincare company may have won Coachella this year. Debuting as Coachella’s official sponsor, the experiential team for Medicube organized an assortment of opportunities for invited guests to enjoy and share across social media.
To kick off weekend one, it hosted a Global Oasis pool party at its Glowtel location. Feeling like a summer get-together at a friend’s house, the setting was colorful and intimate. The event featured live music, Coachella performance-themed drinks, a selection of finger foods and PR boxes to take home. It was a chill opportunity for people to mingle and celebrate the brand’s new partnership as Coachella’s official skincare brand.
At the festival, Medicube sponsored powder stations for attendees, which offered Medicube products as well as hair styling equipment, such as straighteners and curlers. It feels very similar to the get-ready set on “Love Island” but times 50.
Concertgoers wouldn’t only be singing and dancing with friends near the main stage but at Medicube’s pop-up, too. The brand installed karaoke booths into its activation site, inviting guests not only to watch performers but to perform themselves in a pink karaoke lounge. If people go too crazy while singing their hearts out, don’t worry. Medicube has several vanities stocked with its products to ensure people can touch up before they head back to the concerts.
Final thoughts
As someone interested in working in PR, I find it fascinating how brands have leveraged the festival to associate it with an experience. Creative collaborations, beauty brands helping concertgoers feel put together through their lines, offering exclusive cocktails and merchandise — are all aspects of Coachella this year that have been executed to perfection. Next Coachella, I strongly encourage you to not only obsess over the live performances but to pay attention to how brands are giving fans an experience they’ll never forget.