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Ace Hotel Announces Desert Gold Parties During Coachella

posted by Laura Baker-Finch on March 27, 2014

Ace Hotel & Swim Club via Ace

Coachella Valley, California -- The Ace Hotel is bringing back its annual Desert Gold party series during Coachella at the chain's idyllic Palm Springs location. 

Events - curated by Festival NRMAL and The Do-Over and sponsored by Marc By Marc Jacobs Eyewear, Mailchimp, and Tumblr - will span Coachella's two festival weekends, from April 10-14 then April 17-21. 

For the first time this year, Desert Gold will welcome Mexico's Festival NRMAL to curate the Swim Club Pool from 12-6pm and the Amigo Room from 10pm-2am each day of the event. If you're unfamiliar with NRMAL, they have a history of collaborating with with emerging artists from Latin America as well as with the creative community at large from around the world. 

In addition to the NRMAL-curated events, Ace will welcome back The Do-Over crew for both Sundays of Coachella (April 13 and 20) from 1-6pm. No word yet on which "amazing mystery DJs" they'll bring along, but previous Dochella sessions have featured ?uestlove, Hudson Mohawke, Boys Noize, Busy P, DJ Kraze, and Brodinski, to name a few. 

DJ Day will also return to the Ace this Coachella party season for Reunion on Thursday April 17, playing a mix of soul, funk, hip hop, and disco. 

Online guide to local Latin culture, Remezcla will take over Ace's Amigo Room Friday April 18 from 10pm-2am with a promised lineup of emerging and diverse performers, both local and international. 

In addition to the musical programming, Weekend 1's events will be sponsored by Marc By Marc Jacobs Eyewear as a platform to launch their Spring Summer 2014 Collection. If you attend one of the parties this week, make use of the pop-up shop, poolside games, and MBMJ Photo Booth. 

Entry to all events is Free with RSVP and you can head over to our Coachella Event Listings to find all the information on these and all the events during the festival's two weekends. 

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