Mountain Dew’s Label Motel

THE EXPERIENCE
We took over the Musicland Hotel during Coachella and transformed it into a desert oasis renamed The Label Motel for the weekend. Select interior rooms of the hotel were also made over to provide flavor-themed experiences via virtual reality, live art from artist Bradley Theodore, and mixology lessons from some of the best.

Securing a location that wasn’t officially affiliated with the festival not only provided a cost savings but added to the attraction.

THE RESULT
Guests to the 2-day invite-only event could hit the pool for a VFILES pool party, play Mountain Dew branded yard games, visit the pop-up shop featuring a capsule collection with Mountain Dew, join a meet ‘n’ greet from the Mountain Dew skate team and best of all, drop by the stage for a mini-concert series that presented the likes of Virgil Abloh spinning a DJ set and rapper G-Eazy.