GALLERY MEDIA GROUP SET TO BRING THEIR GALLERY HOUSE EVENT SERIES TO THE DESERT FOR TWO-WEEK POP-UP IN APRIL 2024

Gallery Desert House Presented by PATRÓN EL ALTO Will Feature Full Days of Programming and Performances, Including Chantel Jeffries, Austin Millz, DJ Millie and More

LOS ANGELES, CA —LOS ANGELES, CA — Gallery Media Group, the lifestyle publisher behind PureWow, @ballplayers, @moms, @cocktails and @recipes, is thrilled to announce the expansion of its successful experiential event series, Gallery House, to the desert—building on its past success at SXSW, Art Basel and the Hamptons. Presented by the handcrafted, prestige tequila PATRÓN EL ALTO, the two-week Gallery Desert House pop-up in April promises an unforgettable experience across the realms of fashion, music, wellness and culture. Daily programming will include sunrise-to-sunset pool parties with speciality #PATRÓNDesert cocktails, workouts and wellness, a #GRWM content studio, VIP transportation to the festival, bespoke brand vignettes and more. 

“We are thrilled to be bringing our tentpole experiential Gallery House to the desert for the very first time this year,” said Ryan Harwood, Chief Executive Officer of Gallery Media Group. “We look forward to seeing our guests, creators and brand partners at our desert oasis for an unforgettable festival experience.”

Over the years, Gallery Media Group's women's media brand, PureWow, hosted one-day events in the Hamptons, inviting friends and creators within the PureWow content ecosystem to join the brand for a day of fun with the Hamptons as an incredible backdrop. This past year, Gallery Media Group has doubled efforts in experiential and taken the same approach with their newest venture: Gallery Houses. 

Daily programming is invite-only and everything will be streamed across GMG’s media brands—@purewow, @ballplayers, @cocktails, @recipes, @selfcare and @blinkbeauty—creating hundreds of authentic pieces of social-first content and billions of earned reach impressions.

Imagery to accompany your coverage can be found linked here (credit: Helen Perez/Harp Digital Media, PW: gallery). 

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Sponsor Activations

PATRÓN: PATRÓN EL ALTO has teamed up with Gallery Desert House by Gallery Media Group to provide music-lovers  with the ultimate and most luxurious, festival party oasis filled with non-stop entertainment, music and signature drinks. Passionately handcrafted from the finest 100% Weber Blue Agave grown in the highest parts of Jalisco, Mexico, yielding the sweetest agaves for an incredibly smooth taste, PATRÓN EL ALTO is taking over the desert with two weekends of programming at Gallery Desert House, making it one of the most prestigious invites for festival goers. 

PATRÓN EL ALTO is bringing high-end luxury brand Kemo Sabe to the Gallery Desert House offering guests an exclusive opportunity to purchase western wear, as well as enjoy sets from renowned musicians and friends of PATRÓN, including Chantel Jeffries, Austin Millz, DJ Viva Latina and DJ Millie, Shaboozey, Nikki Lane and Desert 5 with more to be announced. Throughout the weekends, guests will be able to enjoy specialty PATRÓN cocktails and toast to an iconic weekend in the desert with PATRÓN EL ALTO.

Delta Air Lines: Delta invites its SkyMiles Members to experience the desert through ​its ​Ephemeral Garden at Gallery Desert House. Throughout the week, guests can show their Fly Delta app, or sign up to join SkyMiles on the spot, to enter the outdoor ​Delta E​phemeral Garden. Inside, they can enjoy various exclusive amenities such as ​lounge daybeds, snacks and specialty refreshments, bracelet welding, astrology readings, as well as a few surprise giveaway moments (all subject to availability). On Sunday, SkyMiles Members can continue their desert journey during the Ephemeral Garden Party from 1-3 p.m.​, featur​ing an elevated menu, giveaways, DJ sounds and ​socializing with top influencers and creators.

Dove: Dove will have a marquee brand moment complete with outdoor showers, a cold plunge and sauna, all custom built & inspired by the new Dove Serum Body Wash Collection . Throughout the experience, Dove will be the exclusive shower partner, featured in all bathrooms throughout Gallery Desert House. We’ll craft a larger-than-life art installation that invites guests to step into a conceptual shower experience and capture memorable photos against the backdrop of the Indio mountains. Inspired by their new product line, Dove will host a one-day Rehydrate & Recharge event including a smoothie bar and IV treatments for those wishing to give their bodies some extra TLC. 

INFINITI: Inspired by the all-new 2025 INFINITI QX80’s* Illuminated emblem, GMG has crafted a captivating LED light show at the Gallery Desert House that immerses guests in a glowing atmosphere. Guests will celebrate festival season with two LED dance performers near their show car—the all-new 2025 QX80—and create lasting memories with a dynamic Dance 360° Photo Studio that lets attendees dance to the beats, while being captured into a fun moving image! This 360° photo experience is equipped with a selection of backdrops that are dynamic and immersive. The activation comes with unlimited prints as take-home gifts and will have an on-site attendant to facilitate guest experience. In addition, INFINITI will be providing shuttle services for VIP guests in their luxurious three-row INFINITI QX60 vehicles.  *The All-New 2025 INFINITI QX80 Arriving Summer 2024.

Bai® & Core Hydration®: Bai® and Core Hydration® will have an always-on custom branded Hydration Station positioned by the designated fitness area, as well as branded coolers throughout the venue. GDH guests and creators will always have a cold bottle of Bai® or Core Hydration® within arm’s reach! 

Vince Camuto: Vince Camuto will be present at Gallery Desert House, featuring some of their latest footwear styles and inviting Stagecoach attendees to be festival ready all weekend long.

FRYE: The Frye Company will have an engaging and hands-on Desert House activation that invites Stagecoach attendees to create personalized, festival-inspired charm anklets to complement their boots. This will include a display showcasing an array of their iconic boots, available for purchase via QR codes.

Michaels Stores: The best place for all things creative will host an exclusive Art Bar dedicated to crafting personalized festival-ready ensembles. Attendees will have the opportunity to paint and customize their own bandanas with artist Ava Mae, elevating their Coachella outfits with a one-of-a-kind touch and providing essential accessories for those cherished breezy desert days.

COVERGIRL: COVERGIRL will be the makeup sponsor at the retrofuturistic-themed Desert Dreams Pool Parties. With customized sampling, VIP room drops and the inclusion of COVERGIRL products in makeup artists' guest looks, we'll transport attendees to a realm where vintage charm intertwines with futuristic flair.

KDP Keurig: Keurig will have a dedicated branded cart where guests and VIP attendees can visit and enjoy a glass of refreshing iced coffee. There will also be Keurig machines throughout the house for guests to easily brew their own iced coffee