V Magazine House
As Sunset/Studios has had a presence at music festivals the past 10 years, we were the selected strategic and production partner to bring V Magazine’s inaugural Music Festival activation to the West Coast in 2018.
The first event of its kind, V Magazine had never before done a festival activation. The magazine, a reputable fashion media outlet, wanted to celebrate their music issue by highlighting the cover artist SZA while expanding the reach of their magazine who’s traditionally more NYC based. Sunset giving the magazine new life to show consumers who they are.
Sunset chose the desert chic and dreamy boutique hotel, the Korakia Pensione for its location.
Sunset secured more than 6 brand partners including Tesla, Instagram, Maison Margiela, Lack of Colour, Bumble, Kendra Scott, Equinox, Shopify, Impossible Foods, and more.
Attendees secured by V Magazine and Sunset/Studios included: Lizzo, Chloe x Hale, SZA, Dove Cameron, Tommy Dorfman, Tommy Genesis, Luka Sabbat, Jamie Chung, Alisha Boe, Rocky Barnes, Danielle Bernstein, Taylor Lashae, YesJulz, Violetta Komyshan, Jonboy, and more!
The event was written up in V Magazine, Just Jared and The Daily Front Row.
Sunset/Studios handled sponsorship outreach and crafted each partner’s deliverables, ranging from content creation, V Magazine coverage, and inclusion in on-site build outs.
Coachella and wellness aren’t your typical pair, but the takeover at the mystical Korakia Pensione proved the two to be a perfect match. Equinox wanted to take advantage of the myriad of talented attendees while offering its highly engaged community a VIP experience. “Festival Flow'' was the morning event designed to recharge guests and set them off to a good start. We brought on board ballerina Violetta Komyshan to host a class each morning for influencers, creating one-of-a-kind content that she shared across her stories. Equinox used this on-site content to show followers that the brand was keeping up with its audience of festival and fitness lovers. Sunset also enlisted Koral Activewear to styled guests and gifted VIP attendees.
Instagram hosted the highly anticipated and exclusive brunch with cover star SZA who was also performing the festival to celebrate the launch of the V Magazine Music issue. The brunch was a perfect place for musicians & creatives to meet, mingle, and create content alongside a custom cactus “V” installation that Sunset/Studios concepted & brought to life. Catering was sponsored by the buzzy plant-based Impossible Foods & Crossroads Kitchen and attendees included Lizzo, Luka Sabbat, Kiersey Clemons, Tommy Genesis, Tommy Dorfman, Chloe X Halle, Dove Cameron & more.
Maison Margiela Fragrance wanted to draw awareness around their newly launched Festival collection, so Sunset Studios developed a multi-tiered strategy that included a paid social media campaign with three prominent bloggers, on-site integration with the V Magazine green room/artist lounge, organic gifting, & relationship building with influencers. We were also commissioned to create a content diary by photographer Alana O’Herlihy that was covered in V Magazine exclusively and raised awareness of the product launch.
Tesla Motors was looking to highlight their Model X to a new crowd of younger influencers and consumers.
Our V Magazine activation was the perfect platform to showcase their latest Model X. Our influential and young celebrities were the ideal audience to drive to and from the activation space. Talent we secured included Dove Cameron, Kiersey Clemons, Atlanta DeCadenet, Tommy Genesis, who all benefited from rides in the Tesla fleet. Sunset also orchestrated a Model X content-driven road trip with photographer Alana O’Herlihy.
We wanted to create a special merch piece to celebrate SZA on the cover of V Magazine. Frenzy, Shopify’s proprietary app to drive special collaborations, was the perfect partner. With SZA’s approval, the special Inez & Vinoodh cover was passed out to influencers during the event and dropped on Frenzy the night of SZA’s Coachella performance. Sunset/Studios seeded the product to various influencers who then posted to their social media accounts, including Larsen Thompson, Alana O’herly, The Misshapes, and more, and V Magazine drove heavy promotion of the sale on Frenzy, leading to millions of organic brand awareness.
Bumble was looking to branch out of their typical audience, make fresh connections, and onboard a new demographic to their Bumble platform. V Magazine proved the perfect partner as their talent pool is a difficult-to-reach audience.
The activation was focused around guests being able to update their profile pictures on the Bumble App, a way to sign up new influencer talent for Bumble in the process. V Magazine covered the activation and talent engagement on their digital recap.
LACK OF COLOR
V Magazine was an ideal partner for the Australian brand Lack Of Color, who were looking to make their mark on the American market through an editorial lens. The desert oasis was the elevated and relevant backdrop the hat brand was looking for to display and gift their product.
Influencers and creators complemented their fits with the brand's traditional shapes and modern uses of color in the build of the activation, generating authentic content moments steeped in music festival nostalgia.
Jewelry designer Kendra Scott was looking to branch out from the expected Summer Collection launch events. Sunset decked out one of the venue's most breathtaking villas with the brand's sparkly bijouterie, setting the stage for unlimited content creation and influencer gifting.
Experiential Strategy & Ideation
Social Media Content
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