Gallery Media Group Returns to the Desert for Two Weekends of Festival Season Experiences

The Publisher to Host An Exclusive Celebration of Music, Culture, Fashion, and Beauty with Top Creators and Influencers

APRIL 2, 2025 — Gallery Media Group, the lifestyle publisher behind PureWow, @ballplayers, @moms, @cocktails and @recipes, is making its highly anticipated return to Indio, CA with Gallery Desert House—an immersive celebration of music, culture, fashion, and beauty.

The two-week Gallery Desert House pop-up this April will bring together top creators, influencers, and talent for an unforgettable festival-season experience with multiple immersive touchpoints from brands including PATRÓN Tequila, Raw Sugar, Hunter Boots, Vince Camuto, High Noon, Josh Cellars Seaswept, Palmer’s, Frye, U by Kotex ®, and more. From day-to-night programming featuring a GRWM studio, high-energy pool parties, and specialty wellness workouts to curated music sets, every moment will be designed to inspire, connect, and celebrate.

“We are excited to return to the desert this year with Gallery Desert House and an incredible lineup of events and one-of-a-kind experiences at our Indio estate." said Anna Plaks, Chief Creative Officer, GMG. "Our goal has always been to create social-first experiences that are on the forefront of culture—sparking massive amplification and content virality in the creator ecosystem. We're partnering with some amazing brands this year and can't wait to create something truly magical together this festival season."

GMG has continued its dedication to crafting groundbreaking experiences and scaling its Events 4 Content business with its Gallery Houses. By placing brands at the heart of cultural milestones, GMG has brought iconic activations to Miami’s art scene, Formula 1, SXSW, and festival season across the country. With strategic partnerships among today’s top creators and influencers who fuel viral conversations, the exclusive Gallery House VIP franchise has become an unparalleled platform for producing impactful and engaging content at scale.

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

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PARTNERS & SPONSORS ACTIVATIONS

PATRÓN EL ALTO

PATRÓN EL ALTO a, an exceptionally aged, naturally sweet prestige tequila, passionately handcrafted from the highest-quality 100% Weber Blue Agave, will set the stage for Gallery Desert House, making its return as the exclusive tequila partner and celebrating two unforgettable festival weekends in the Coachella Valley. 

In addition to providing premium PATRÓN cocktails, the brand will bring the desert festivities to a grand finale with two standout events during Stagecoach weekend: The Last Call Saloon, an intimate late-night gathering featuring A-List performances and special guest appearances, followed by the weekend's main event - the Swimsuits & Cowboy Boots Pool Party, hosted in collaboration with acclaimed country artist Nikki Lane. Between performances, guests can elevate their western style with luxury pieces from Kemo Sabe while sipping on the brand’s new mini PATRÓN EL ALTO bottles that will be available at select events.

High Noon Vodka Iced Tea

High Noon Vodka Iced Tea is popping up at Gallery Desert House (Weekend 1). The brand will be hosting a High Tea Party, putting a twist on a traditional English tea service with a DJ set, tea party-inspired snacks and plenty of opportunities to try High Noon Vodka Iced Tea. The non-carbonated hard tea is made with real vodka, real iced tea and no added sugar and will be served throughout the weekend so attendees can discover their favorite of the four flavors, including Original, Peach, Lemon and Raspberry.

Raw Sugar

Step on down to the Raw Sugar Roundup. The vegan haircare brand is hosting GRWM events Friday, April 25 through Sunday, April 27 from 12 p.m. to 4 p.m. Visit their beauty stations for dry styling services, hair accessories, scalp massages, and vegan snacks and juices.

Josh Cellars Seaswept

Get festival ready with Seaswept at Gallery Desert House. The brand’s pre-game event on April 11 will energize guests and set the perfect tone for the evening ahead. With a high-energy DJ, Seaswept wine & snack pairings, professional hair and makeup touch-ups and a glam rhinestone station, it’s a golden hour party you don’t want to miss. Seaswept wines will also be available for guests to sample throughout both Gallery Desert House weekends.

Authentic Brands Group (The Frye Company, Vince Camuto, Hunter Boots)

No cowboy boots? No problem! Guests of Gallery Desert House will have the opportunity to sample and shop from three ABG footwear brands during our Weekend 2 events. At the Wellness Wake Up Latte Bar, guests will enjoy refreshing beverages and access to an exclusive styling pop-up featuring Vince Camuto's hottest selection of shoes and handbags. The Strut & Style GRWM party presented by Frye invites attendees to craft a signature look in our exclusive styling lounge, featuring Frye's newest boot styles and customization stations. Finally, The Hunter Outpost will be open for shopping the latest styles from Hunter Boots any time throughout the weekend.

Palmer’s

Get a gorgeous, festival-ready glow at Gallery Desert House courtesy of Palmer’s Glow Outpost. A beauty moment like no other, guests will experience the illuminating, all-over glow of Cocoa Butter Formula Shimmer Radiance Body Oil and the luxurious moisture of the decadently scented Tahitian Vanilla Body Lotion. Test, apply and capture your glow at a photo moment designed to help you snag the perfect selfie, take your look to the next level with DIY face gems *and* learn even more about the products from a Palmer’s expert. It’s the perfect stop to hydrate, shine and snap a standout festival look.

U by Kotex ®

A period shouldn’t get in the way of enjoying your time at Coachella, which is why U by Kotex® tampons and pads will be available at Gallery Desert House, where guests can stock-up on festival-ready essentials and capture memories at social-worthy pop-up photo opps.

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ABOUT GALLERY MEDIA GROUP

Gallery Media Group is a modern-day media company. The company's overall mission is to 'Make Positivity Louder.’ GMG focuses efforts where consumer attention currently lies and continues to shift. Gallery Media Group includes women's lifestyle brand PureWow, and a portfolio of 50+ social-first consumer brands, such as @ballplayers, @cocktails, @moms and @recipes, on Instagram and TikTok that reach over 200M consumers. In addition to premium advertising solutions and consumer-facing events, the company has a robust influencer marketing business with a vast creator network that GMG employs for work on behalf of their Fortune 500 clients. The company was founded in 2010 by CEO Ryan Harwood and is now part of VaynerX, the Gary Vaynerchuk-owned holding company.

Media Contact:

Gallery Media Group

Christina Mastroianni

christina.mastroianni@gallerymediagroup.com