Specifically, the Tiktokers who pulled up to the HUGO House and HUGO x Soho Desert House to experience a couple days of once-in-a-lifetime thrills.
This being HUGO's first Tiktok-centric activation, the brand aimed to come out swinging with a bevy of heavy-hitting partners, who all flexed their best HUGO throughout the first weekend of Coachella (April 15-17).
First, famous Tiktokers like Benji Krol, Noen Eubanks, Desi luila, and Euphoria actress Chloe Cherry moved into the HUGO House, a plush pad decked out with a pool, thematic HUGO furniture, a built-in photo studio, and all the Coachella merch they could ever want, including special shades created by HUGO's eyewear partner, Safilo.
Later in the weekend, the HUGO House even hosted a DIY session where the photo studio was put to ample use, highlighting the stars' custom-dyed T-shirts and patched denim layering pieces, all made-to-measure on the premises.
HUGO also took over a section of the Soho Desert House pop-up on April 16, setting up a giant set of HUGO sunglasses and a few lounge spots thoughtfully branded with unmistakable logos and HUGO's signature red hue.
With its lush lake and palm trees aplenty, the Soho Desert House was a desert oasis.
The main event, besides the crowds of beautiful people — which included Charles Melton, Hero Fiennes Tiffin, and model Dilone — was HUGO brand ambassador and rapper Big Matthew who hit the stage with a set of hits, the perfect soundtrack to the setting sun, snacks, sips, and sights.