Jon Stojan
The importance of creativity and innovation in the event industry cannot be overstated. These elements have become the lifeblood of successful event organizations, driving engagement, enhancing experiences, and setting events apart in an increasingly competitive market. With the advent of hybrid events and the increasing emphasis on creating meaningful connections, the industry is undoubtedly poised for a brand-new era of growth.
Coachella Party, a Southern California-based photo entertainment enterprise, is at the center of this evolution. At the helm is Laurent Groult, a renowned celebrity photographer-turned-event maestro with his wife Tatiana. Under his guidance, Coachella Party has become synonymous with immersive, engaging, and unforgettable experiences, offering a fresh spin on traditional photobooths.
“The way I see it, innovation isn’t just about doing something different. It’s about doing something better,” Groult shares. “My team and I aspire to create resonant and inspiring experiences that leave a lasting impression.”
Over the years, Coachella Party has gained quite a prominence in the event industry with its unique offerings, particularly its Airstream —a repurposed vintage trailer that has been the star of a number of different events owing to one remarkable feature.
“The Airstream can be fitted into different styles and settings. If you need something chic or modern, vintage or classic, you got it,” Groult explains. “Our Airstream has also acted as a pop-up store, a bar, a bridal suite, and even a green screen photo booth.”
The Airstream’s versatility has put Coachella Party on the map and helped propel the venture into industry stardom.
An event that Groult is particularly excited about sharing is Coachella Party’s contribution to the Cruel Summer Season Two opening party, wherein his venture played a crucial role in setting the mood and theme of the event. Here, the Airstream was certainly not a mere photobooth – it morphed into a piece of the story, decorated to mirror the show’s set design.
“Attendees could step inside this miniaturized version of the show, take photos, and immerse themselves in the world of Cruel Summer,” Groult reveals. “From the outside, guests were given ice cream through the service window.”
On the other hand, Coachella Party teamed up with LOL Surprise – a company that sells dolls and produces short animations – to work on an event that took customization to a whole new level. Working with the brand’s art department, Groult and his team transformed an Airstream into an interactive booth reflecting the animated world of LOL Surprise for a movie that premiered on Netflix.
“They used a green screen in the movie, so they wanted us to use one for the photos. People would come inside and choose from three scenes from the movie for their photos, which was fun,” Groult says.
Coachella Party’s work on the FastX Soundtrack premiere only adds to the excitement and the company’s unrivaled versatility. For this event, Groult and his team went above and beyond to create an immersive 360-degree experience. Collaborating with Universal, they designed custom backdrops that integrated the movie’s characters into the event, creating a unique environment.
Despite budget constraints—which prevented Groult’s idea of designing separate booths for heroes and villains from coming to fruition—the event was a huge success, transporting attendees into the world of Fast and Furious.
Reflecting on the event, Groult shares, “Every event is an opportunity to try and create something no one had done before. With FastX, we aimed to do just that. We wanted to give guests more than just a glimpse into the movie’s world. We wanted to make them feel part of the story.”
As the year draws to a close, Groult is optimistic about what’s next. He sees limitless potential for innovation within the industry, and he plans to keep Coachella Party at the forefront of this trend.
But, with such a successful year behind them, there’s no doubt that Coachella Party will continue to redefine the event planning industry. For them – the journey has just begun.