With music festival fever sweeping the country, fashion retailer Forever 21 joined in on the craze by hosting an innovative event to celebrate their festival fashion collection during the first weekend of the 2014 Coachella Valley Music and Arts Festival. Held at Snapshot Palm Springs on Saturday, April 12, the event was described as a ‘Party in the Sky’ in the invitation and dubbed #Cranechella across social media platforms as a reference to the 20-foot cargo pod suspended in the air from two large cranes.
The suspended pod housed the DJ booth for DJs Gorgon City and What So Not, as well as the performance area for singer Azealia Banks. Banks performed unreleased tracks off of her forthcoming “Broke with Expensive Taste” album, which is expected to drop this summer.
We were in attendance at this fashionable fête and absolutely loved the drama of the cranes with the pod and truss emblazoned with “Forever 21” in neon pink swaying above the partygoers dancing below.
The party featured two gifting areas, with guests encouraged to make a donation to VH1’s Save the Music Foundation in order to gain access to the pop-up gifting shop full of festival-ready Forever 21 fashions and accessories. The event also included the debut of Forever 21’s summer 2014 fashion film, and food trucks were on hand during the party to provide complimentary treats for guests.
Produced by Palm Springs event planning firm Momentous, the event included skillful branding throughout the venue with colorful graffiti-esque art and the #Cranechella hashtag, making for numerous social-media-ready photo ops.
First image © Palm Springs Style; additional images © John Paschal.