Original Creative Agency and Dickies on Saturday hosted a laidback brunch in Palm Springs as a nice retreat for festivalgoers ahead of day two of the annual Coachella Valley Music and Arts Festival.
The event drew an artsy crowd, including OC-represented Rudy Grazziani, Yasmina Khan and Nick Vernet. Others in attendance included Maxwell Thompson, CFO and COO of men’s retailer Noah; fashion editor BJ Panda Bear; film producer Maya Korn; singer Joyce Wrice; film director Yi Zhou; and stylist Millie Sykes.
OCA specializes in representing creative directors and also works with brands on campaigns, activations, talent and marketing among other things.
The brunch venue, Casa Cody, hidden just off the main drag in downtown Palm Springs offered guests light fare and brightly-colored cocktails with the mountains and palm trees serving as a postcard backdrop. Meanwhile, custom chainstitching on Dickies Eisenhower jackets was provided by Bellflower-based Tul Jutargate, who was also in town to outfit some Coachella performers.
This year’s festival at the Empire Polo Club in Indio counts Bad Bunny, Blackpink and Frank Ocean as headliners. Last year drew some 750,000 attendees across both weekends.
Party Scene
The Coachella-adjacent parties and activations hosted by brands throughout the Coachella Valley have long been a part of the overall festival experience.
Yves Saint Laurent created a gas station-designed pop-up in nearby Cathedral City to tout its YSL Beauty line in 2019. Adidas that same year took over an entire hotel for staffers and talent in La Quinta and hosted the Adidas Sport Club at the Zenyara Estate in Coachella that counted Eddie Huang, Von Miller, A$AP Ferg, Pusha-T and Trae Young among many others as guests for a day-long mini fest. Revolve is also well known for its Coachella-adjacent festival.
Festival season is a boon for businesses, driving big spending for merchants and restaurants throughout the Coachella Valley. Los Angeles retailers also benefit, with the time period in the lead up to weekends one and two seeing an uptick in sales of everything from dresses and shorts to inflatable pool toys for those staying at rental properties.
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