H&M Coachella Tent


H&M continues to up the ante in its seventh year as an official Coachella Valley Music and ArtsFestival sponsor. Its on-site H&M Desert Vibes installation, a 40×80-foot air-conditioned tent titled “Reborn,” will take guests on a journey through a colorful desert landscape with immersive video sets, providing content to be shared on social channels.

One section of the activation will include an interactive digital photo booth room, which festival-goers will enter with a 360 degree desert scene and green screen backdrop where they will have lighting, video content, live processing and wind movement in multiple video settings. Users will film three five-second experiences that transition into changing landscapes of desert, sand storms and other mind-bending imagery to create an Insta-perfect 15-second video clip for instant social sharing.

Attendees will also be immersed in H&M’s core sustainability initiatives, including the Garment Recycling program and water conservation efforts. There will be a water bottle refilling station as well.

For the second year, the Swedish retailer will also have a pop-up shop in the tent where festival goers can browse and buy the H&M Loves Coachella collection, which hit stores last week, from shopable iPads. One would assume most guests will already have their outfits set, but it can never hurt to have extra those staples such as folksy blouses, beaded and fringed tops, allover print jumpsuits, denim cut-offs, floppy hats, sunglasses, and flat boots. For guys, the messages is printed T-shirts, mismatched shirts, Bermuda shorts and denim shorts.

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