Services Provided: Printed Tent Liner
Client: Revolution Marketing and NYX
The annual Coachella Music & Arts Festival has become one of the most popular music festivals around, celebrating its 20th anniversary this year. Coachella is at the apex of fashion, social media, and digital influencers, and Hewlett-Packard isn’t the only company using Stretch Shapes’ Designs for their brand activations!
Dating back to a Pearl Jam concert held on the property in 1993, the shows eventually developed into the official music festival in 1999. Over the last two decades, Coachella has hosted over 2,400 performers from a wide variety of genres and has since grown into a multi-day, multi-weekend event.
Held at the Empire Polo Club in Indio, CA, the festival grounds footprint is over 640 acres, and attracts 400,000+ visitors, over the course of 2 three-day weekends in April.
While Coachella is known for its Instagrammable moments and festival beauty looks, NYX Professional Makeup is known for vibrant colors and affordability. And since NYX caters specifically to millennials and younger generations, partnering as Coachella’s cosmetic sponsor was the perfect avenue for an innovative festival experience to expand and enhance the NYX brand.
NYX needed a qualified production agency to implement their brand activation, and Revolution Marketing is highly knowledgeable when it comes to immersive experiences. Having worked with us before on a variety of projects, Revolution Marketing was familiar with Stretch Shapes products and how easily they could be customized. They called with an idea that’s never been done before — to get printed branding on the interior of a large tent.
Their knowledgeable Relationship Manager helped them refine their concept, uncovering necessary details and presenting options to bring their idea into reality. After a brief review of concepts and digital proofs for the dye sublimation printing, we found an option that would fit their design goals.
The final design incorporated printed Tent Liners on a 40′ x 40′ tent, with different graphics on each of the tent’s four walls. The ceiling remained unprinted, but the white stretch fabric covered the interior structure, giving a smooth, refined finish from top to bottom.
Because the graphics needed to line up precisely with doors and openings for other infrastructure, and setup was in a high traffic area, Revolution hired our experienced install team. The team of four was able to complete the setup in a single day, making it possible for Revolution to focus on all the other details that made the event a success.
Ultimately, the Custom Printed Tent Liner set the stage for an immersive, air-conditioned tent, where attendees could participate in an interactive beauty bar & touch up area, recreate looks by celebrity makeup artist Nam Vo, and immediately upload and share their festival looks to social media. Favorites of the beauty bar included NYX’s new Glitter Goals makeup line, a glitter fountain, and a massive tongue & lip slide landing in a pool of glitter.
The result was a fun, interactive, and sparkling experience where festival attendees could glamorize, and digitize, their festival beauty looks – perfectly aligning Coachella’s notoriously Instagram-worthy looks with NYX’s line of festival makeup. #GlitterGoals