Dubbed 'Instagram Desert Chill,' the social media platform's branded house at Coachella featured exclusive access, customizable content and instagram-worthy designs

Whether we like it or not,  going “instagrammable” for brand activations in the digital age is a successful strategy. Influencers and fans alike flock to the next best curated backdrop, playground or event, hoping to snap that unique photo guaranteed to garner the most likes. This year, at Coachella’s Music and Arts Festival, the most instagrammable spot happened to be hosted by Instagram itself.

Dubbed ‘Instagram Desert Chill,’ the decorated house was the social platform’s first-ever venture at Coachella, cementing the festival’s status as a mecca for brand activations. From customizable fragrance stations to invite-only allure, the popup estate was tailored to include everything the millennial and Gen-Z crowd could need.

Desert Chill’s art director D’ana Nunez of COVL created 26 vibrant shapes that were placed thoughtfully throughout the outdoor spot, giving an abstract and brightly-colored accent to the sandy scene. Users that follow Nunez on Instagram had exclusive access to a custom filter designed by the artist. A bright pink bar labeled “Scent Shop” invited visitors to sort through blended oils and create a personalized fragrance. 

The event leveraged exclusive access to appeal to a younger demographic that puts high value on unique opportunity. In addition to being 18+, the branded house was only offered to the social media platform’s high-level influencers, and the location was revealed only 24 hours before it began.

Instagram

Coachella

Whether we like it or not,  going “instagrammable” for brand activations in the digital age is a successful strategy. Influencers and fans alike flock to the next best curated backdrop, playground or event, hoping to snap that unique photo guaranteed to garner the most likes. This year, at Coachella’s Music and Arts Festival, the most instagrammable spot happened to be hosted by Instagram itself.

Dubbed ‘Instagram Desert Chill,’ the decorated house was the social platform’s first-ever venture at Coachella, cementing the festival’s status as a mecca for brand activations. From customizable fragrance stations to invite-only allure, the popup estate was tailored to include everything the millennial and Gen-Z crowd could need.