Project location: Coachella Valley, CA · Project context: 2023 · Prepared by POPUP from the project archive in October 2026.
Rabble had a distinct place within Interscope House: a rosé bar with artist-painted bottles. The activation joined service and art in a music-industry gathering while preserving the host event's own identity.
How can a wine brand fit naturally within a host event?
A brand inside someone else’s event needs a clear reason to be there. The strongest integration gives guests something to enjoy while expressing a character they can recognize.
Give Rabble a distinct home within the party: a welcoming rosé bar, an unmistakable visual identity and an art connection carried all the way down to the bottle.
Give the wine a destination
Rabble’s branded bar created a recognizable place within the garden. Wine service and a clear brand presence allowed the experience to function naturally as part of the gathering.
Carry the art into the product
Artist-painted bottles connected the physical product with Rabble’s creative identity. The detail gave the display something distinctive to explore beyond a conventional bottle lineup.
Fit the occasion
The activation sat within an outdoor music-industry gathering, so service, signage and bar logistics needed to work together. Rabble’s expression remained visible without taking over the host event’s identity.
The planning lesson
Define the brand's footprint and service responsibilities with the host early. A welcoming bar can give the product a clear destination. Artist details should connect to the brand's character while the production team coordinates the practical needs of wine service.
Who delivered the experience
For O’Neill Wines, POPUP coordinated the Rabble activation within Interscope House, connecting sponsorship delivery, branded bar production, staffing, artist integration and logistics.
Rabble brand activation for O’Neill Wines within Interscope House. The host event was independently produced; this case does not claim production of the full party or festival.
What the experience made possible
A branded bar and artist-painted bottles gave Rabble its own expression within the independently hosted Interscope House event.
Project questions
Where did the experience take place?
Rabble Wine: Coachella Valley, CA.
What was the delivery scope?
Brand activation coordination; Branded bar & signage; Wine-service staffing; Artist integration & logistics.
Explore related work
Further reading
For the wider event and campaign context:
