At the Coachella Festivalwhere each outfit seems designed for Instagram rather than the desert, one of the proposals of this 2026 edition goes in the opposite direction: reduce cell phone use and recover a more analog experience within one of the most popular events on social networks.
In the midst of activations designed to viralize content at the event, which continues its programming this weekend, some brands They have opted for manual workshops, sensory experiences and activities without screens, in response to growing digital saturation.
“We are beginning to see that people are really tired of social media and starting to realize how much of their lives they’ve sacrificed by swiping“says Sara Pollack, vice president and global head of consumer marketing at Pinterest, in an interview with EFE.
This fatigue prompted the creatives of the digital image search engine to change the traditional dynamics that brands carry out at the meeting, headed this year by Sabrina Carpenter, justin bieber and Karol G.
Pinterest created an installation in which, to access, it is necessary to disconnect from virtuality and put aside mobile phones to participate in manual activitieslike the creation of bracelets or a creative makeup spacein a commitment to the in-person experience.
“Let’s get people to put away their phones and really be in the moment and find true inspiration“says Pollack about the intentions of the platform, which has become a key reference space for the creation of outfits for the festival.
Activation allows attendees to take a photo that will be printed and then sent by physical mail to the address they indicate.
According to the company, the initiative responds to an increase in searches, especially among generation Zabout the “analog aesthetic”, with references to film cameras, landline phones and past editions of Coachella, such as 2016.
The virality of the festival has, however, fueled criticism about its growing superficiality, in an event where music competes with image and where the experience seems to be increasingly conditioned by its potential to be shared on social networks.
However, several attendees deny that the main motivation for attending is solely the attention it generates on networks.
“I’ve been coming since 2014, I come for fun. People clearly come here for the music; If not, it would just be an influencer event.but I think the outfits are a part of that,” Brazilian model Gizele Oliveira, who was excited to see Justin Bieber and the group Katseye during the first weekend, told EFE.
Likewise, content creator Luisa Piu assures that there is nothing wrong with whatever reason someone decides to go.
“I’m here mainly for music, because I already dedicate myself to fashion every day. I think the beauty of Coachella is that you can be here for your personal reasons.“he adds.
The Coachella Festival will end on Sunday, April 19, 2026in an edition in which the Italian DJ Anyma, The Strokes and Sombr, among others, will also perform.