The Coachella Music and Arts Festival is only a month away and that means plenty of Brandchella announcements over the next couple of weeks as big brands (artichokes! ) look to get their advertising message out during the biggest festival in the world. Today comes word, via the Desert Sun, that a fake gas station is coming to Cathedral City to promote Yves Saint Laurent cosmetics – which sounds like a Mad Lib, but is actually a thing that is happening.
The phony gas station will be put up for Weekend One of Coachella Fest at Highway 111 and Allen Avenue – which is currently a vacant lot. The pop-up will start going up on April 8 and must be taken down by April 15. There is no word yet on what, exactly, Yves Saint Laurent will be doing at the location as far as giveaways, promotions, etc.
The city is requiring the organizers of the “gas station” to water down the parking lots every morning and hire a street sweeper to clean East Palm Canyon three times a day, because, clearly, Cathedral City thinks that Coachella fest goers are extremely dirty people.
The Yves Saint Laurent Brandchella installation must also provide security and traffic control.
No word on how busy the attraction will be, what with it being nowhere near the actual festival grounds or the day parties that are mostly held in Indio and Palm Springs, but we shall see.
You can visit it on April 12 or 13 from 7 am to 8:30 pm and April 14 from 7 am to 6 pm.