DESERT DREAMS: PRE-COACHELLA SHOWROOM 2026
Creative Concept & Theme Development
Developed the event theme around the given Desert Dreams title, building a Mineral Mirage concept inspired by minerals, textures, and desert visuals to connect brands across beauty, wellness, lifestyle, and fashion.
Experiential Activation Proposal & Buildout Support
Attended on-site venue tours, coordinated with vendors on visual direction and layout needs, created room differentiation, and selected specific brands for each space so every room had its own identity and each brand could stand out.
Campaign Art Direction & Creative Execution
Led the official teaser video creative, including art direction, video shoot coordination, classic car visuals, lookbook development, and shot list planning to bring the Desert Dreams campaign to life.
Created a cinematic, humorous, and lighthearted teaser campaign that introduced the dreamlike mineral concept ahead of the event. The shoot leveraged the growing classic car trend among young influencers and followed a playful, treacherous journey to the desert, with the car later becoming a hero photo opportunity at the live showroom.
Designed the Desert Dreams showroom as a cohesive pre-Coachella experience rather than a traditional gifting suite.
The space flowed naturally from room to room, with each area built around a distinct mineral-inspired theme, including Salt, Obsidian, Aventurine, Crystal, Silver, and Gold. Brand placement was curated to feel organic in each room, while the layout balanced health and wellness activations evenly, giving guests enough time to engage with each moment.
Interactive touchpoints included a Petites charm station, Salon Perfect makeup moment, Twang beer salt tasting, and Pvolve product try-outs. Details such as staff outfits, room styling, and a customized classic car license plate helped make the showroom feel like an event before the main event.
Desert Dreams was featured across major entertainment and fashion publications, including Forbes, The Hollywood Reporter, E! News, and InStyle.
"The gifting space featured a thoughtfully curated selection of 40+ standout brands across beauty, wellness, fashion, and lifestyle, including LolaVie, Mane by Jen Atkin, BERO (Co-founded by Tom Holland), Ardell, Beekeeper's Naturals, Vivrelle, FOREO, SmartSweets, Boka, Pvolve, and more, each one seamlessly woven into the overall experience."
- The PR Net