The Coachella Music and Arts Festival in Indio, CA, is one of the nation’s largest and most popular, bringing together new bands, new spectacles and new experiences for attendees to enjoy. This year, GKV was instrumental in bringing a first-of-its-kind fashion event to life on the festival grounds.
GKV’s experiential group planned and executed the Parker Palm Springs Fashion Takeover of the Gene Autry Estate during the first weekend of the festival, April 10-12. The event featured four runway shows over three days with top designers SIWY Denim, Plenty by Tracy Reese, Nanette Lepore, and WHiT. GKV partnered with an all-star cast for the takeover, including Executive Producer Tod Hallman of THPFashion, Inc., Christina Neault of both New York and Miami Fashion Week, and John Maroney of JMPR.
More than 1,000 guests, featuring top fashion media, gathered over the weekend to attend the fashion shows and enjoy a multitude of sponsored experiences on the gorgeous Gene Autry Lawn at the Parker.
Celebrities Victoria Justice and Jamie Chung were in attendance along with countless style tastemakers such as fashion icon Patricia Field, Janie Bryant, Corey Lynn Calter and Sophie Simmons alongside top bloggers such as Lindsay Albanese, Marta Pozzan of It’s Super Fashion and Lara Eurdolian from Pretty Connected.
Sponsored by PANDORA Jewelry, the activations included a partnership between Hawaiian Tropic and Exhale Spa to bring in daily yoga classes, massages, and a fully stocked juice bar for festival-goers. For further bohemian-chic styling, Disney featured a top-knot Tinkerbell-themed hair styling studio paired with a nail salon booth that offered Minnie Mouse inspired nail treatments. Attendees could also engage in a live action mural provided by Minnetonka while listening to music from either DJ Chelsea Leyland or DJ Whitney Fierce.
In total, this three day event garnered 100 million total media impressions including placements in E! News, L.A. Times, Bloomberg, The Hollywood Reporter, Mashable, CNN, Yahoo, L.A. Racked, WWD and Fashion Times.
GKV has long believed that marketing expands far beyond traditional mediums and 2015 marks the 10th year that the agency has engaged its clients in the experiential field. By creating unique, tangible experiences for our client’s consumers, another dimension of marketing is forged and the results speak for themselves.