The onset of Coachella brings about the dopest ancillary parties and functions to support the festival vibes and good times. At the top of this list of local activations that coincide with Coachella weekend was Mountain Dew’s DEW Label Motel in Palm Springs, Calif. during weekend of Coachella.
After taking over the Musicland Hotel, Mountain Dew transformed it into a desert oasis filled with themed rooms with unique themes like Virtual Reality and live art from artist Bradley Theodore, an appearance from the Mountain Dew skate team like Sean Malto and Curren Caples, a VFILES pool party and pop-up shop featuring a capsule collection with Mountain Dew, and best of all, a mini-concert series that presented the likes of Virgil Abloh spinning a DJ set and rapper G-Eazy performing on the DEW Label Hotel stage.
All of this was thrown as a big celebration to launch the Mtn Dew Label Series, which feature specially crafted, bold, and refined new flavors of Mountain Dew in three iterations.
Check out some of the photos below to get a glimpse into all the festivities that truly defined all the good vibes partying in the desert can bring.