2019 SXSW and Coachella Set the Bar for Pop-Ups

It's springtime. That means we're officially in the thick of music festivals and pop-ups -- many predominantly 2019 SXSW and Coachella. Since millennials and Gen-Z continue to expand their spending power, restrict their attention span, and gravitate toward the Instagrammable, companies are fighting harder than ever to craft pop-ups that draw clients in faster and hold their attention longer.

Nowhere are these tendencies in immersive screens and intricate theming more notable than at 2019 SXSW and Coachella; among the most popular yearly festivals. This past year, the two events featured highly involved pop-ups: by the Dolls Kill Quickie Mart into the Calvin Klein #MYCALVINS home , these ephemeral campaigns capitalize on the demand for companies to be one step ahead of the curve to captivate the millennial and Gen Z markets.

Image rules

In Coachella 2019, many of the very intricate pop-ups comprised immersive spaces where festival goers could take attention-grabbing photos, while also getting a comprehensive insider's look into the brand. It is an experiential opportunity, with a huge dollop of earnings potential. Together with millennials and Gen-Z, it is often about the feelings or emotions which you can create. Brands which can create a special vibe are one step forward in having the ability to stand out from the Gen-Z mindset. And it has been happening for years.

Beauty brand YSL produced a timeless gas station, complete with the chance to"fuel up" on a few of their brand's latest products. The space was exceptional, superbly crafted, and a terrific area for Instagram photos. BMW used the occasion to capitalize on the SoCal road trip dream, with their pop-up to showcase custom cars and give guests an opportunity to satisfy music star Khalid.

Curating beautiful spaces can look to be a large undertaking for brands hoping to get consumers to concentrate from the ever-changing business world, but it makes all the difference to contact clients on a personal level. This personalized experience is one of the greatest commodities in the current market, and keeps customers coming back for more.

Relax...and enjoy

While festivals are a time for friends and enjoying great music, they also function as a place for escape. For so many who wait all year for these festivals, it is a chance to slip into a world of fun and fantasy. But there may also be sensory overload--let's just say, occasionally, it can be too much of a fantastic thing.

Festivals are also an ideal place for brands to make spaces based around comfort and a relaxing setting. At 2019 SXSW, an assortment of brands took the opportunity to remind clients to have a minute to re-center themselves and clinic health and self-care. Health and wellbeing giant Goop hosted their first pop-up this season , which featured entire stations dedicated to a few of the most popular products. (About the same time, founder Gwyneth Paltrow was making the rounds at major media outlets promoting the Goop title --functioning brand recognition from each angle).

Other businesses took the chance to get in on the gym. Bose had a pop-up for its new headphones/sunglasses with a focus on health and"being present." Viceland constructed an entire skatepark where visitors could take photographs, skate, and unwind and Rent the Runway and West Elm held a pop-up focused on relaxing, including meditation apps. Selling products wasn't generally the primary focus of each pop-up--every brand was"selling" an idea of health. Each used 2019 SXSW as a platform to introduce a new audience to advanced health trends and health products, in essence, getting a comfort vendor proffering a memorable experience that will linger long after the last song is performed.

Experimentation leads to lasting connections

So a lot of what makes pop-ups an iconic part of the festival experience is the way that clients interact with what businesses create and their enthusiasm to discuss them with a wider audience via their social networking posts. For each visitor that attends a pop-up, there are exponential FREE exposures. Therefore, while the cost of a number of those festival pop-ups can shoot through the stratosphere, the exposure and effect earned, can be, as they say, priceless. And the powerful psychological connection: everlasting.

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