Hugo gets into festival spirit for Coachella
Coachella is an annual two-weekend music festival that takes place near Palm Springs, California, famously attracting familiar online influencers and various celebrities. During this year’s first weekend, the German fashion brand transformed a boutique hotel in downtown Palm Springs into the Hugo House and invited high-profile TikTok creators to stay and participate in a schedule of events to promote the brand.
High-profile TikTok creators Markell Washington, Benji Krol, Nils Küsel, Noen Eubanks, Desi Lundoloki and actor Chloe Cherry were invited to take up residence in the house. Each of the talents was given one of the hotel’s rooms decorated in a style unique to them. Guests including Michael Le and Tiffany Le, Avani Gregg, Anthony Reeves, Larri Merritt, Ehiz, Nia Sioux, Andrew Davila, Nicky Champa, Pierre Amaury Crespeau and Harry Tate were invited to create engaging content to further emphasize the brand’s TikTok-first activation using the hashtag #HUGOYourWay.
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