It’s good timing with the Coachella Valley Music and Arts Festival approaching later this month. This time of year is akin to the Oscars for companies such as Revolve that are known as the go-to places for festival attire in addition to stocking the closets of “It” girls year-round.
Revolve marked a return to Melrose Avenue when it unveiled the Social Club on a quiet stretch of the street last March, with its hybrid showroom, event space and shopping experience for VIP members. The 3,500-square-foot space is invite-only to influencers, stylists, celebrities and some of Revolve’s best customers. The company had previously tried its hand at brick-and-mortar on the same street in 2008 with a gallery-like concept.
“The Revolve Social Club is a physical extension of our brand — social, fun, sexy, aspirational and forward-thinking, and we are very excited to share it with the public for the first time,” Revolve chief executive officer Michael Mente said. “With this special format we are able to create unique experiences, introduce new product and celebrate the brands and customers who have shaped Revolve.”
The public pop-up, which opens Friday and remains in operation through the weekend, will have a number of moving parts. At the top of that list includes a festival capsule collection that pulls in product from lines such as Lovers & Friends, Agolde, Majorelle, Schutz, Colour Pop, Chiara Ferragni, Ahlem and Ouai. There will also be on-site mini-makeovers along with contests and beauty- and fashion-influencer meet-and-greets.
The festival style pop-up announcement, which was first quietly made on social media, was met with enthusiasm from followers. The pop-up concept will later move to Palm Springs April 14 to 16 as part of what Revolve is calling its “festival retreat” for Coachella that will include a number of live performances and celebrities. Among the broader set of events the e-tailer has planned around the festival will be its takeover of the Arrive Hotel in Palm Springs, which is expected to draw Jasmine Sanders, Olivia Culpo, Danielle Bernstein, Aimee Song, A$AP Ferg, Natasha Oakley and JonBoy.
Late last month it was revealed Revolve had struck a partnership with Billboard that will see the two team up on a number of events throughout the year, including the Revolve Desert House — a hangout, gathering and all-around party space — at Coachella.
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