All posts tagged: activation

Heineken Debuts “The Clinker” at Its Coachella 2026 Brand Activation

Heineken Debuts “The Clinker” at Its Coachella 2026 Brand Activation

If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission. As someone who hadn’t been to Coachella since 2014, this year’s festival felt deeply familiar in many ways, and entirely unrecognizable in others. While 2014, of course, had its fair share of brand partners, sponsored parties and experiential marketing, they were a drop in the bucket compared to what has developed in just 12 years time. Cut to 2026: Brand activations are popping up by the dozens, and Coachella is filled with — what have now been dubbed — “festivals within a festival,” or smaller curated experiences — often exclusive — within the larger event (think Revolve Fest or Kourtney Kardashian Barker‘s Camp Poosh). But other than the music (and the desert heat), there’s another major throughline between Coachella then and Coachella now: Heineken. The Dutch brewing company, Coachella’s official beer sponsor for 23 consecutive years, is the festival’s longest-standing brand partner. Well before Heineken House (the brand’s dedicated music stage and …

Study links psilocybin receptor activation to sustained structural brain changes

Study links psilocybin receptor activation to sustained structural brain changes

A new study published in the Journal of Psychopharmacology sheds light on how psilocybin, the psychoactive compound found in certain mushrooms, may produce anti-depressant effects. Researchers suggest that its benefits could be linked to specific patterns of serotonin receptor activity and increased flexibility in brain cells. In recent years, clinical trials have shown that psilocybin can produce rapid and lasting improvements in symptoms of major depressive disorder, sometimes after only one or two treatment sessions. Despite promising results, scientists still have limited understanding of the biological mechanisms that allow psilocybin to produce such long-lasting effects. One theory lies in the way psilocybin interacts with the brain’s serotonin system. The compound activates a serotonin receptor known as the 5-HT2A receptor, which is widely believed to play a central role in the psychedelic experience. However, researchers have not fully understood how activation of this receptor leads to changes in mood and behavior that may persist long after the drug’s immediate effects have worn off. To investigate this question, a team led by Connor J. Maltby (Ulysses Neuroscience, …

Borderline personality disorder in youth linked to altered brain activation during self-identity processing

Borderline personality disorder in youth linked to altered brain activation during self-identity processing

A new neuroimaging study suggests that adolescents with borderline personality disorder exhibit distinct patterns of brain activity when reflecting on their own identity. The findings indicate that these young patients show reduced activation in the dorsolateral prefrontal cortex, a region associated with cognitive control, compared to healthy peers. This research was published in Translational Psychiatry. Borderline personality disorder is a serious mental health condition. It is characterized by pervasive instability in moods, interpersonal relationships, self-image, and behavior. A central feature of this disorder is a disturbed sense of identity. Individuals often experience shifting goals, values, and vocational aspirations. This instability can manifest early in the course of the disorder. Many previous studies have investigated the biological roots of the condition. Most of research has focused on emotional dysregulation rather than identity disturbance. Existing functional imaging studies have typically involved adult patients. These adult participants often have a history of medication use or co-occurring psychiatric conditions. These factors can make it difficult to determine which brain abnormalities are specific to borderline personality disorder itself. To address …