Gap’s Hoodie House Coachella debut brought the kind of visibility most brands are chasing in their festival activations, especially as the event becomes more crowded. Coachella draws an average of 125,000 attendees per day, or about 375,000 visitors across a single weekend, making it one of the most concentrated brand marketing environments of the year. This year, attendees are even trying to manifest their way in. Hoodie House is Gap’s Coachella pop-up, where people can buy and customize the brand’s hoodies, priced at $100. It drew steady crowds across Weekend 1, with lines stretching past nearby merch stands at peak times, according to the brand. And the brand’s hoodies — especially in red — were visible across the grounds. The activation also stood out to industry insiders. “One brand that I think is being exceptionally smart at this year’s [Coachella] is Gap,” Danya Issawi, fashion writer at The Cut, said on the Glossy Podcast. “They are implanting a Hoodie House on the grounds, so people can go buy a Gap hoodie that says Coachella on it and hang out in the Hoodie House when it gets cold at night. And I just think that is the smartest thing a brand could have done.”Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
