To bring the premier fitness hub into the festival space to serve as a content generator and relationship builder for both influencers and other brands. The inaugural foray into Coachella activations would have to be authentic to the brand and venue and tell a genuine story.
Playing to the Equinox culture, we brought the programming and amenities of the gym to the Korakia by holding “Festival Flow.” a Vinyasa yoga class led by their top teacher. We on boarded an incredible ballerina Violetta Komyshan to host the class and post on social media to her 1.4MM followers.
Equinox created their own proprietary content and posted to their social media outlets including Instagram stories with a “swipe-up” feature, linking it to their YouTube channel. The video content created was promoted as an exclusive member experience.
We partnered with the much buzzed-about athletics line, Koral to dress and gift the VIP attendees.