Though Park City, Utah, is packed with Hollywood celebrities during the Sundance Film Festival, it's no Los Angeles. At this year's fest, which ran from January 17 to 26, brands and event planners kept guests warm—or, in one case, sweating— at cozy events that still embraced the winter weather with thematic tropes and decor. Here's a look inside the festival's most eye-catching activations from brands such as Motorola, SoulCycle, and Quaker Oats.
Motorola X Lounge at Sundance Film Festival
Photo: Courtesy of Park City Live Lounge
Quaker Good Energy Lodge
Photo: Todd Williamson/Invision for Quaker/AP Images
Quaker Good Energy Lodge
Photo: Jack Dempsey/Invision for GenArt/AP Images
Udi's Gluten Free Table at Sundance Film Festival
Photo: Rodrigo Gaya/WorldRedEye.com
Moto X Lounge at Sundance Film Festival
Photo: Courtesy of Park City Live Lounge
Moto X Lounge at Sundance Film Festival
Photo: Courtesy of Park City Live Lounge
Moto X Lounge at Sundance Film Festival
Photo: Courtesy of Park City Live Lounge
Oakley Learn to Ride Dinner at Sundance Film Festival
Photo: Michael Stewart/Getty Images
Oakley Learn to Ride Dinner at Sundance Film Festival
Photo: Michael Stewart/Getty Images
Grey Goose Blue Door Lounge at Sundance Film Festival
Photo: Jamie McCarthy/Getty Images for GREY GOOSE
ChefDance at Sundance Film Festival
Photo: Tiffany Rose/Getty Images for ChefDance
SoulCycle and Bella Juice Pop-Up at Sundance Film Festival
Photo: Andrew H. Walker/Getty Images for BELLA Juice Bar
SoulCycle and Bella Juice Pop-Up at Sundance Film Festival
Photo: Amanda Edwards/Getty Images for BELLA Juice Bar
Black Label Media's Private Dinner at Sundance Film Festival
Photo: Mat Hayward/Getty Images for Black Label Media