Coachella may be over, but one brand is still being talked about, and it’s not one that set foot on a stage.

Rhode has always been good at making people want to be part of its world. But at Coachella this year, Hailey Bieber took that literally. Rhode World, the brand’s first ever immersive pop-up at the festival, wasn’t a booth or a branded tent; it was a full experience: dart games, plushies, touch-up rooms, themed cocktails, a chrome sphere outside that stopped everyone in their tracks, and a glam room that made you feel like you were already on your way to looking like Mrs. Bieber. The kind of place you wanted to hang out in, not just photograph and leave.

The timing was everything. Bieberchella was already the most anticipated weekend of the festival season, and Rhode made sure to show up right alongside it. The Rhode x The Biebers collection launched on the grounds: Spotwear patches in shapes that only made sense if you know them—mushroom, daisy, jelly bean and more—plus Peptide Eye Prep in Banana Peel and Peptide Lip Treatment in Caramelized Banana. Wearable skincare that felt like accessories and right on time to soothe the Bieber fever the whole desert had been waiting for.

The result was hard to ignore. Rhode generated 68.5 million likes, shares, comments and views on influencer content mentioning the brand across the festival—more than double its nearest competitor, and over 30% of all beauty-related social engagement during the entire event. (Source: Traackr)

What Rhode understood—and what a lot of brands still get wrong—is that people don’t just want to buy a product. They want to feel like they’re inside the brand’s universe. Rhode World gave them that. You could walk in, touch everything, leave with a sample, and feel like you’d been part of something. That’s not easy to pull off, but Rhode made it look effortless.

Rhode World, hallelujah.

Images courtesy of Rhode.