The event industry is dynamic, constantly adapting to new trends and consumer demands. It’s also faced numerous challenges – from managing the health and safety guidelines during the pandemic to keeping up with the fast-paced technological advancements, requiring event professionals to be more innovative than ever to create extraordinary experiences that captivate their audience.
As Laurent Groult, a celebrity and portrait photographer founder with his wife Tatiana of the Southern California-based photo entertainment enterprise Coachella Party, highlights, “Today’s savvy consumers crave personalized, immersive, and unforgettable things. This shift has demanded professionals in the field to think outside the box and develop brand-new strategies to deliver such experiences.”
Daunting as it may sound, this is something Coachella Party has excelled at practically from the start. The company’s approach to event planning is anything but standard. Groult and his team have adopted a unique model that combines advanced technology, immersive themes, and interactive elements.
Together, these elements have taken the industry to a whole new level – from using photo booth rentals and green screens to curating themed parties, some of which were done in collaboration with a number of influential individuals and brands.
Reflecting on this model, Groult shares, “We want our guests not just to attend an event, but to live a story, an adventure that stays with them long after the party ends.”
One of Coachella Party’s most impressive offerings is the renowned Airstream. This repurposed vintage trailer has played a starring role in countless events due to its remarkable ability to be transformed into virtually anything a client might desire: a pop-up store, a bridal suite, a VIP lounge, a green room, or even a food/dessert station.
One such instance was their partnership with Lululemon, a globally recognized athletic apparel company. The event was centered around an Airstream wholly enveloped with the Lululemon brand.
In a brilliant demonstration of creativity, the Coachella Party team transformed this Airstream into a mini-golf challenge venue. Guests were invited to participate in various challenges, and upon completion, received a gift from the Airstream service window.
“We set up a food field inside the Airstream while makeup sessions were being held outside. People could come in, take selfies, and take a peak at the product line,” Groult explains. The interior looked like a fully built-out store, and I’m incredibly proud of my team’s work.”
Another notable project by Coachella Party was an Airstream setup for none other than the fashion icon – Ralph Lauren. What made this project challenging was the unconventional venue: a former mechanical garage with a bland exterior. Despite the venue’s appearance, Coachella Party designed a sophisticated bar catering to the event’s high-profile attendees during Fashion Week.
Groult reveals that he hadn’t expected Ralph Lauren to show up, but it was a delight to see the maestro himself.
“There was another funny thing. From the outside, the place was a former garage store and didn’t look like a clothing store. I remember there were Japanese tourists all dressed to impress obviously passionate about fashion, but they completely missed the fact that Ralph Lauren himself was right there”, Groult reminisces.
But, the impressive partnerships go beyond household names like Lululemon and Ralph Lauren. Coachella Party has also added more feathers to its cap, including a collaboration with Isamaya, for whom Groult crafted yet another spectacular Airstream experience, and Celine, another fashion brand that got to witness Groult’s and his team’s expertise in creating memorable photo booth sessions.
In a world where experiences are increasingly valued over possessions, Coachella Party is undoubtedly leading the way in the event industry. Their success in creating lasting memories for attendees and tangible results for brands indicates the effectiveness of their approach.
Looking ahead, Groult is optimistic about what’s next for the company. As the year draws to a close and 2024 inches nearer, he, his wife and his team will remain steadfast in their mission to provide unparalleled photo experiences and Airstream adventures to their diverse clientele.
As Groult says, “Our focus is on continuously exploring new horizons and ensuring each of our creations is an enduring masterpiece.”
Presented by Kevin Thomas
