The Secret to Festival Takeovers: Coachella
- Lumina Productions
- Feb 12
- 3 min read
The Key to Standout Brand Activations? Design.
At a festival, brands have seconds to capture attention. With massive brand activations, immersive event experiences, flashing lights, and nonstop music everywhere, standing out takes more than just a good location or a cool build-out.
At Coachella 2024, two major partner brands, Carrera and Method, trusted this approach with Lumina to power their festival activations.
While event production, lighting, and execution are critical, the foundation of a successful brand experience starts before anything is built. It starts with design and production working together to create a fully immersive, sensory-driven brand activation.
When you have Bad Bunny, BLACKPINK, and Frank Ocean headlining Coachella 2024 lineup, competition for attention is fierce. Brands need festival activations that cut through the noise, combining experiential marketing, immersive lighting, and cutting-edge event production to engage festival goers.
Design Creates the Experience Before It’s Built
Most event production companies focus on logistics like staging and AV, but without a strong experiential design blueprint, even the best setups can feel disconnected. Our in-house design team ensures every space is intentional. Whether a brand has a vision or needs creative direction, every detail is mapped out—how it looks, how it feels, and how fans experience it.
Production Sets the Stage for a Sensory Brand Experience
Festivals are a full sensory overload—bright lights, competing sounds, and endless movement. Brand activation production has to do more than stand out visually. It has to create a feeling.
Lighting Design shapes the mood, shifts energy, and transforms the space from day to night.
Event Audio solutions builds the atmosphere, whether through music, ambient sound, or dynamic effects.
LED lighting and projection mapping make the brand identity unmistakable, weaving colors, textures, and motion into the space.
Spatial design influences how people engage, ensuring the activation feels immersive and fluid.
Lumina In-House Execution Saves Time + Budget
Most event production companies outsource design, AV, production and staging leading to delays, unexpected costs, and last-minute changes. Lumina team is fully in-house, making the process faster and more cost effective.
No surprises. The final build matches the render.
Faster turnaround. One team handles everything.
No unnecessary costs. No third-party markups.
Render-to-Reality
Every activation is designed, produced, and executed on-site with precision. Whether it’s a VIP lounge, immersive brand activation, or a full festival takeover, the goal is always the same—create an experience that captures both the brand and the energy of the festival or activation.
From immersive brand activations to large-scale live events, every experience is built with precision, creativity, and the audience in mind.
Lumina's team specializes in event production, corporate events, festival activations, and experiential marketing campaigns in Los Angeles, San Francisco, and Las Vegas, working with industry leaders like Netflix, Meta, SpaceX, Apple, Golden Goose, and Cirque du Soleil.
With expertise in projection mapping, LED walls, dynamic lighting design, audio engineering, stage design, and AV production, Lumina creates high-impact brand experiences. Whether it’s staging live performances for Doja Cat, producing at EDC Las Vegas, or transforming spaces at top festivals, every project is designed to engage, captivate, and stand out.
Bring Your Brand Activation to Life
Planning a brand activation, corporate event, or live experience? Lumina starts with the design and takes it from there—bringing in the right lighting, AV production, LED walls, and projection mapping to create an unforgettable experience.
📩 Email us at rentals@luminaeventlighting.com to get started.
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