Digital platform Popsugar is returning to Coachella Valley Music and Arts Festival with another two-day takeover at the Avalon Hotel April 15 and 16. Dubbed the Popsugar Cabana Club, the event begins with a sunset kick-off party on Friday, DJ’d by Hannah Bronfman, who was recently announced as a Popsugar brand ambassador and launched a style and fitness-focused video series, Hannahgram, on the Web site.

Saturday begins with another brunch presented by the Council of Fashion Designers of America, featuring CFDA/Vogue Fashion Fund winner Jonathan Simkhai. The brunch will also celebrate the second CFDA-Popsugar limited-edition Must-Have box, on sale April 13 for $225, with 50 percent of profits donated to the CFDA Foundation. Entertainment will be provided by Brooklyn-based string duo Chargaux. Directly following: an obligatory pool party with more DJs and a surprise musical guest.

The invite-only event will include a mobile studio to capture festival fashion and beauty trends and celebrity interviews, multiple poolside villas with hair and beauty styling, fashion DIY stations and of course, gifting. Each guest will be greeted by a “social media video director” who will guide them through the various sets and experiences to create video for their social media accounts.

“From a content perspective we love to cover the experience itself for the fashion and beauty and those who want to be covered,” said Lisa Sugar, Popsugar’s editor in chief and president. “From an events perspective it’s an experience. We’re not as interested in the ROI as we are in bringing great partners and readers together, it’s like a ‘thank you’ to them, too.”

Other fashion brands producing their own activations around the marketing extravaganza that is the Coachella festival include Levi’s, MAC and festival sponsors H&M and Perverse Sunglasses.

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