From instagrammable photo-ops to personalized frozen wine cocktails, PSFK highlights some of the innovative brand activations from 2019's Coachella festival

The annual Coachella music and arts festival may have attained its A-Lister status through a consistently unbeatable lineup of talent, but its performances are only one part of a much larger event; one that attracts top brands from across the retail industry to showcase their newest products and services through innovative and immersive popups and experiences. From on-site Amazon lockers and Postmates food delivery to YSL's gas station-turned-makeup oasis and Instagram's experiential playground, Coachella's extensive lineup of brand activations proved that the festival retains its competitive influence on the retail market.

As the event approaches its last week for the 2019 year, we wanted to highlight some of the innovative installations you might have missed:

Dolls Kill Quickie Mart
Online fashion retailer Dolls Kill transformed an abandoned gas station into a popup ‘Quickie Mart' for the festival. Concertgoers could purchase clothes on the clothing boutique's website and pick them up at the Quickie Mart activation that same day. The store also featured an exclusive Coachella line, selfie installation and slurpee bar.

Peet's Cold Brew
The coffee brand returns to Coachella with a high-design Tap Room, a handcrafted eight-tap system intended to replicate the traditional bar experience with its signature cold brew. Caffeine enthusiasts could also get their fix at one of the Cold Brew Better Energy buses, an interactive activation from Peet's in 2018 brought back by popular demand, which offered charging stations and complimentary cold brew each morning.

Cupcake Vineyards Frozie Factory
Trendy wine retailer Cupcake Vineyards returned to Coachella with a new popup experience dubbed ‘Frozie Factory.' The beverage company used innovative technology to print concertgoer selfies on edible foam, which visitors could purchase for their own personalized frozen wine drink.

NYX Glitter Goals
Makeup retailer NYX invited festival-goers to its ‘Glitter Goals' activation chock-full of unique experiences. The interactive beauty bar featured a glitter fountain, tongue slide and a touch-up area where visitors could sample products from the brand's new Glitter Goals collection, with makeup artists on site to provide tutorials and assistance.

#MYCALVINS House
Fashion retailer Calvin Klein hosted an immersive, multisensory experience at its #MYCALVINS House popup. The journey featured multiple branded rooms designed to mimic its popular Spring 2019 campaign, with many instagram-ready photo opportunities for visitors to enjoy. Customers could personalize and purchase an exclusive t-shirt at the activation, with their initials printed in the classic ‘CK' style.

These were just a few of the innovative and dynamic popup experiences that stood out at this year's Coachella. To stay up to date on all the latest and creative retail manifestations, see PSFK's reports and newsletters

The annual Coachella music and arts festival may have attained its A-Lister status through a consistently unbeatable lineup of talent, but its performances are only one part of a much larger event; one that attracts top brands from across the retail industry to showcase their newest products and services through innovative and immersive popups and experiences. From on-site Amazon lockers and Postmates food delivery to YSL's gas station-turned-makeup oasis and Instagram's experiential playground, Coachella's extensive lineup of brand activations proved that the festival retains its competitive influence on the retail market.