Coachella 2019 featured plenty of branded activations, with YSL Beauty Station pop-up being one of the most popular, especially among the Instagram-friendly crowd at the festival.
The temporary installation was intentionally designed to appear as a gas station, going as far as to include vintage vehicles for festival goers to pose in front and inside of. Cleverly enough, this pop-up was located outside of the festival grounds, prompting guests to pull over prior to the event. Inside of the pop-up, consumers were able to try the luxury brand's new products, but the main attraction was the Instagram-designed backdrops, which included a field of black balloons, pink gas pumps and giant YSL-branded billboards.
Image Credit: YSL Beauty
Key Themes Behind This Trend
- Brand Activation Pop-ups
- Temporary installations designed to attract consumers and promote brands at events.
- Instagram-friendly Pop-ups
- Temporary installations designed for attendees to take and share photos on social media platforms.
- Experiential Marketing Pop-ups
- Temporary installations designed to immerse consumers in brand experiences.
Where This Applies
- Beauty Industry
- Opportunities for beauty brands to create pop-ups to promote their products and engage with consumers.
- Event Planning Industry
- Opportunities for event planners to collaborate with brands to create unique pop-up experiences.
- Marketing Industry
- Opportunities for marketers to incorporate temporary pop-up installations into their overall brand activation and experiential marketing strategies.
