Why event planners worldwide are going for the Coachella style

Why is Coachella so popular?

Coachella is one of the biggest music festivals on the planet, drawing in over 100,000 attendees each year. It has become a cultural phenomenon, and people travel from all over the world to attend. One of the reasons for its popularity is of course the line-up of performers. Coachella has hosted some of the biggest names in music, including Beyoncé, Radiohead, and Kendrick Lamar. People come for the music, but they also come for the overall experience. The festival has become known as a synonym for a certain style and it has defined hipster culture in more than one way. It appeals to fans of a certain aesthetic and is closely watched by trend setters and social critics alike. And, just like any other radically relevant phenomenon, it has its haters. One result Coachella can always be expected to achieve, anyway, is drawing attention and generating discourse. In a word, it has become a symbol.

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What makes Coachella’s style iconic?

Coachella has become synonymous with a certain vibe that mixes suggestions of the sixties and seventies, contemporary lifestyles, trend-setting (and trend-following) and the general feeling of being the cradle of “the next big thing”, whatever that turns out to be. For an artist, headlining Coachella is a sign of achieved cultural and commercial success. For members of the audience, attending Coachella means being able to share in one of the most widely talked about collective experiences of our time. The festival has become a trendsetter in fashion, with attendees showcasing their best bohemian and hippie-inspired looks. From flower crowns to fringe, from faux-suede to hand-crafted jewelry, Coachella has inspired a whole fashion movement. The festival’s art installations are also a big draw, with larger-than-life sculptures and interactive installations. Attendees can also enjoy a wide variety of food vendors, offering everything from vegan tacos to ice cream sandwiches, with plenty of room for new and environmentally-conscious food choices.

Why do event planners want to replicate the Coachella style?

Event planners all over the world want to emulate the style of Coachella because it offers a unique and unforgettable experience for attendees. And because everyone wants or at least aspires to be iconic. By replicating the style of Coachella, event planners can tap into a trend that is already popular and create an event that is both trendy and timeless, as well as convey to a very specific kind of audience that they will be welcome. The Coachella style is all about creating an atmosphere that is laid-back and relaxed, while still being chic and stylish. In a smaller event, this can be achieved through elements such as bohemian-inspired decor, art installations, and food vendors, as well as a captivating visual identity that plays with the expressive codes of retro and hipster culture. Replicating the Coachella vibe can help event planners alert attendees to what kind of experience they are likely to get and, if the event is properly executed, deliver the kind of collective happening that can be talked about for weeks after it’s through.

The Dune Camp Street Techno Festival?

One recent example of an event that emulated the style of Coachella is the Dune Camp Street Techno Festival in Milan. Organized by Dune Camp, an organization that hosts festivals and other events in Italy, the event was a street-techno festival aimed at a young audience. We were responsible for location scouting for this event and we worked alongside Dune Camp to find the perfect venue. They needed to find a place that was both suited to host such a large and potentially noisy music event, but was also easy to reach and could accommodate a stage for live performances, food stalls and vendor booths, and a space for the evening’s closing party. The location they chose was on the outskirt of the city, but with excellent public transport connections and modular spaces that granted extremely versatility in terms of both usability and decor.

The Dune Camp Street Techno Festival was a resounding success, with attendees enjoying the street food, merchandise booths, and music performances and – most of all – the superb techno-music dj-sets. The festival was a great example of how the style of Coachella can be emulated in other events, sometimes regardless of the type of music that is played there and the specific subcultures it caters to.

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