Size Matters

Can't stand Coachella? Meet the microfestival: the rising class of ultra-exclusive experiences linking scores—not thousands—of kindred spirits.

- Mark Ellwood

FOR GREG HABIB, a banker-turned-event producer in Brazil, the pandemic was almost career-ending, spiking most of the large-scale music-festival gigs in which he specialised. When big gatherings were once again permitted, he resolved to reinvent his business, inspired in part by his love for Burning Man. “Why not bring together a nice group of people, with some amazing DJs, somewhere that’s out of their comfort zone, to try something new?” he tells Robb Report. “It’s way more interesting and intimate to do something with 100 people, where everybody is friends, than with 10,000.”

He distributed invites to friends, and friends of friends, ultimately bringing 60 like-minded people together for five days at a custom glamping site in Chile, atop the ideal spot to watch December 2020's looming solar eclipse. It was the first in a series of such events he now hosts via his company, Immersion Community.