×

Hugo x Soho House’s Pop-Up Coachella 2022 Party

Hugo hosted a series of branded events in Palm Springs, Calif., during Coachella Music Festival’s comeback after a two-year hiatus, from Aug. 15-17. The label transformed a boutique hotel and launched Hugo House, a creative hub for TikTokers and talents, and also partnered on a pop-up with Soho House.

High-profile TikTok creators Markell Washington, Benji Krol, Nils Küsel, Noen Eubanks, Desi Lundoloki, and “Euphoria” actress Chloe Cherry were invited to take up residence in the house. The weekend saw a mix of personalities, events, and activities. Friday’s highlight was an embroidery session at the Hugo House, where guests customized their own festival looks, ending with a brunch at Melvyn’s Restaurant & Lounge, where Marco Falcioni, the newly promoted senior vice president, creative direction, Hugo Boss, was feted by guests Charles Melton, Rob Raco, Hero Fiennes Tiffin and model Dilone.

TOMS Sponsored By TOMS

Building Business to Improve Lives

TOMS discusses its approach to mental health awareness and female empowerment through impact initiatives in the footwear segment.
Learn More

Access exclusive content