The American Southwest has been home to people with grit for thousands of years. Every spring when it starts to heat up in the in the Coachella Valley the desert’s energy calls out. So we go out to commune with the shamans wielding guitars and drums and keyboards and even laptops around the Big Show at Coachella. We make a party layer cake every year at the Swim Club and it’s called Desert Gold.

For the two weeks each year the Coachella valley is at its most psychedelic, we make events and parties and popups and in the most euphemistic sense we make experiences surrounded by music and artists for brands and their fans—Marc by Marc Jacobs, Mutato, tumblr, Amoeba Records, Moon Juice, Remezcla, Mail Chimp, Festival Nrmal. It's a good place to fall in love for as long as you want.