Starbucks

Starbucks Coffeehouse at Coachella

Starbucks made its Coachella debut as the festival’s official coffee, tea, and Refreshers sponsor, marking a strategic opportunity to introduce the brand to a highly influential, cross-cultural audience in a new context. More than a sponsorship presence, the activation represented a broader brand play: positioning Starbucks as culturally relevant within one of the world’s most visible, youth-driven environments.

OBE led the creative concept, design, build, execution, and measurement of the Starbucks Coffeehouse at Coachella. By grounding the strategy in both evolving festival behaviors and Starbucks’ position within the beverage landscape, we developed an experience framework that informed the activation concept, guest journey, and core touchpoints across the footprint.

The Starbucks Coffeehouse offered a place to reset, recharge, 
and re-engage while remaining deeply connected to the rhythm and energy of the festival. Designed as part cafe, part venue, 
the space translated familiar Starbucks cues into a more immersive and responsive environment, reinforcing the brand 
as both recognizable and culturally in step with the moment.