JJLA produced a four-day activation that unveiled a new partnership between clients MoviePass and iHeart Radio over Coachella Weekend 1. The event was a brand showcase and complete property take-over of the elegant, boutique hotel The Chateau at Lake La Quinta. The lobby of the hotel was transformed into a pop-up theater lobby, a nod to the MoviePass brand, while the entirety of the front parking lot and entrance to the hotel was redesigned to evoke a park-like atmosphere, complete with outdoor seating, a pop-up “drive-in” movie theater, lawn games and a vintage airstream bar serving wine and cocktails. One of the weekend’s events offered a retreat for festival-goers, with a lakeside, lawn-garden atmosphere including recovery IVs, massages, acai bowls and Dragon’s Breath. The back yard of the property, set on a lake, transformed into the iHeartMusic Stage, and featured live performances by Big Boi, Spencer Ludwig and Thomas Jack and a slew of DJs throughout the weekend.

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