Uber partnered with Perrier and Hotel Indigo Lower East Side to host the second concert in its #UberSummerSeries on July 18 at the hotel's rooftop Mr. Purple in New York. The event decor included branded Uber beach balls.
Brand partner Perrier activated a GIF photo booth that included can and bottle props.
The Out in the Streets festival took place July 16 and 17 at the Vander Ende-Onderdonk House in Ridgewood, Queens. The music, food, and arts event featured a live art piece created with festival attendees' recycled beer cans by street artist Leon Reid IV.
The 10th edition of BizBash Live: The Expo Los Angeles took place July 13 at the California Market Center. Glo Cone showcased its LED cone stick with illuminated cotton candy. The company's product is available nationally for a variety of events; candy is not included.
The 11th annual Pitchfork Music Festival took place July 15 to 17 at Chicago's Union Park. The Pitchfork Review activated a colorful bus on festival grounds. Guests could lounge inside the bus, which featured folding chairs, pillows, and grass-green carpeting.
Clif Bar's lounge featured a section where guests could watch audio engineers from Mobile Vinyl Recorders make vinyl records. Based in Seattle, the company uses vintage disc-cutting lathes to create records in real time.
Miami Swim Week took place July 14 to 19. Italian brewing company Peroni hosted a lawn at the Escape Miami event, which took place at the Sagamore Hotel. The festival-like atmosphere included floor pillows and lawn games.
SwimMiami, which took place at the W South Beach, featured an ice sculpture that encased several of sponsor Bobble's colorful water bottles.
To celebrate World Emoji Day and its latest global campaign, Pepsi hosted the "Love: From Cave to Keyboard, Imagined by Pepsi" pop-up exhibit on July 14 at 433 Broadway at Howard in New York. Designed by Zoe Productions, the step-and-repeat featured an array of PepsiMoji faces, accented by the Pepsi logo.
Guests could create their own heart-shaped smoke signals by pressing down on the interactive station.
The Lab, which was presented by the Verge and Hewlett-Packard, was the focal point of the festival. Designed and curated by Meta.is, the structure housed seven interactive digital art exhibits.
At night, the structure's facade, which was produced by VolvoxLabs, lit up with colorful, projection-mapped ultra-high-definition videos of designs that continuously changed.
Inside the 70-foot dome was a 360-degree virtual reality theater that held as many as 400 people. The experience was visually produced by Invisible Light Network and Dirt Empire, and Antfood provided sound effects.
Brooklyn-based artist Zach Lieberman's Reflection Study exhibit allowed guests to create different formations projected onto a wall by moving shapes made out of plexiglass over a light box.
Giant Gestures, an exhibit from Brooklyn art duo Mountain Gods, offered festivalgoers a chance to play around with an oversize touch screen tablet by using giant foam hand props. The installation was meant to reinterpret how humans interact with technology.
A popular exhibit inside the Lab was the Infinite Wall created by Brooklyn-based artist Gabriel Pulecio. The interactive tunnel—created with mirrors, sounds, and lights—used motion sensors that responded to the guests who stepped inside.
Attendees could physically interact with Hyper Thread, a silk tent that featured seven silk hammocks. Created by Dave Rife and Gabe Liberti, the exhibit enabled festivalgoers to make new sounds by moving around in the hammocks.
Sponsor HP showcased an attendee-powered color wall inside the Lab. Using the brand's technology, the wall would change colors in time for a selfie taken with a laptop. The activation was produced by Infinity Marketing Team.
HP also showed off its technology in a separate lounge. The activation gave guests the chance to create custom temporary tattoos using Sprout by HP technology.
A collaboration between 5Pointz Aerosol Art Center, Mevent, and AST Studios, the subway-train projection paid homage to graffiti art's New York origins. Artists spray-painted graffiti on a green screen, which was translated onto the high-definition video wall.
The visually striking, LED-powered multimedia block featured changing videos of animated designs, music videos, and performances, based on fan interaction and festival sets. The structure featured Google Play's social media handle and hashtag.
The interior of the block featured a headphone jack wall. Attendees could plug headphones into the various jacks to listen to different songs from Google Play Music playlists, including one curated for the festival. If listeners hit a "winning" jack, they were taken up to the second-story roof to enjoy the festival view.
The block also featured live graffiti demonstrations.
American Express' two-story tent, built and designed by Momentum Worldwide, offered a mix of low-tech and high-tech experiences, including a 360-degree panoramic digital photo booth. The roof deck was open to card members and offered a view of the main stage, DJ sets, and custom cocktails.
A popular low-tech experience for festivalgoers was a customizable sunglasses station, located on the first and second floors.
Macy's partnered with LeadDog Marketing Group to produce the Macy's Oasis, which gave festivalgoers a chance to relax with lounge furniture and a charging station. Along with bandanas soaked in ice water, the lounge had a string art wall created by attendees.
The official beauty sponsor of the festival, Sephora partnered with Revolution Marketing to host a tent that gave festivalgoers a chance to test out a variety of products, including face masks and lip balms. Along with a beauty bar, braid bar, and dry shampoo styling station, the tent had a photo booth with makeup props and a makeup palette backdrop.
Antioxidant infusion beverage brand Bai partnered with Relevant to produce the the lounge, which offered drinks and cocktails, a phone-charging station, and a photo station featuring a LightBright wall created with Bai bottles. Bai also had a custom Snapchat geofilter for the festival.
Lollapalooza celebrated its 25th anniversary this year. The milestone was marked in special signage that featured a pink 25 topped with birthday candles.
The Lolla Time Warp was another area that nodded to the anniversary. The area showcased vintage festival posters, as well as monuments to legendary artists that have performed there in the past. This year, the 170 acts included Radiohead and Jane's Addiction.
Since the festival had an extra day this year, organizers aimed to keep guests as comfortable as possible. At a new bodega, they could stock up on essentials one may find at a corner store, such as trail mix and sunscreen.
Speaking of festival essentials, Cottonelle doled out free toilet paper. The brand also hosted a "Refresh Lounge" where visitors could find shade, Wi-Fi, charging stations for their phones, and grooming products such as deodorant. There was also a booth where festivalgoers could create GIFs using the hashtag #RocktheRipple. The "ripple" referred to the texture of Cottonelle's toilet tissue.
A craft beer lounge known as "Da Beers" was back this year, but with added features. For example, a new 80-foot wall of taps poured Stella Artois, Goose Island, and more.
Da Beers expanded this year to include games. In one area, guests played ping-pong at colorful tables.
Other games at Da Beers included bocce (pictured), provided by American Bocce Company, as well as corn hole. Along with an expanded beer selection, the festival offered the new "Mix'd Craft Cocktail Bar." The specialty bar served cocktails from brands such as Hendrick's Gin and Tito's Vodka.
The Mexican chain restaurant set up a pop-up shop on festival grounds. In a nearby lounge area, guests could sit on pillowed couches and snack on tacos.
Guests could also find seating—and shade—at Bud Light's activation. The beer brand sold commemorative cans at this year's festival, and partnered with local artist Floyd Davis from Arpentry to create wooden sculptures inspired by the design on the cans. The sculptures featured the city skyline and oversize, functional musical instruments.
For guests who wanted soft drinks, Pepsi hosted the 1893 tasting truck. The truck was stationed near a light-strung area that looked like a beer garden, and the soft drink was available in cola and ginger flavors. Attendees could also find snacks and drinks at the "Chow Town" area, which featured bites from local restaurants and was again curated by Chicago-based chef Graham Elliot. There were also plenty of Camelback "hydration stations" throughout the park, where guests could access free, filtered water.
Swag also had a practical purpose this year. Returning sponsor Toyota offered free silk-screened backpacks, which guests used to stow water, sunscreen, and other goods.
The brand also offered tarot-card readings in one of its its hybrid cars.
Guests entered the Rav4 hybrid through a beaded curtain in back, then lay on a pile of pillows while a tarot-card reader predicted the future.
Alex and Ani, an eco-friendly jewelry line, was another sponsor this year.
The brand created a commemorative bangle to mark the festival's 25th anniversary; it also offered a variety of styles that guests could purchase on site.
Seating—and shade—can be hard to come by in Grant Park during Lollapalooza. So, Alex and Ani offered a plush seating area near its retail activation.
Visitors could score free, silk-screened bandanas after submitting some personal information and taking a brief survey. The survey helped guests identify their "energy symbol" from a selection that included the Tree of Life and the Phoenix; those energy symbols were then silk-screened onto the bandanas.
Samsung is the first virtual-reality sponsor of Lollapalooza. To showcase its devices on festival grounds, the brand hosted the carnival-style VR-Palooza. Samsung's activations were produced by PMK-BNC.
Guests could use VR devices to feel as though they were surfing in Tahiti (pictured) or skateboarding in Malibu. They could also participate in an experience that simulated a roller-coaster ride. Throughout the weekend, guests could also purchase Samsung products that were exclusively available at Lollapalooza.
Each day, Samsung device owners had the chance to win passes to the Samsung Galaxy Lounge. In the hilltop lounge, guests could watch performances using virtual reality devices. The devices made users feel as though they were standing on stage with performers such as the Red Hot Chili Peppers.
The lounge, which held about 400 people at a time, also had daily DJ performances. The DJs spun at a booth that was decked with the hashtag #GalaxyLife.
Guests at the lounge could pick up free Samsung merchandise. Gear included T-shirts, hats, and backpacks.
Swag also included ponchos with the Samsung logo. The ponchos proved particularly popular during Thursday and Friday's rainstorms. On the deck of the lounge, guests could look out directly onto the Samsung stage. New this year, device owners also had access to a special Samsung Owners' Lounge, which was a fenced-off area directly in front of the stage.
Along with premium stage views and the opportunity to check out new merchandise, the lounge gave Samsung customers creature comforts like cushy seating, snacks, drinks, and private restrooms.
On Saturday, the Greater Miami Convention & Visitors Bureau invited artists, media, and V.I.P. guests to an off-site brunch at the "It's So Miami Lounge." The activation took over Raised, a new, rooftop bar at Renaissance Chicago Downtown Hotel. Bright-pink pillows with Miami branding decked the furniture, while plastic flamingos spruced up the flower boxes. BMF Media produced the event.
The brunch, held within walking distance of Grant Park, fueled guests with mimosas and snacks such as sliders and fries. There was also a photo opportunity in front of a wall of colored lifesavers, as well as a braid bar, cabanas to lounge in, and live acoustic sets from Lollapalooza acts including the Secret Weapons (pictured). Apart from daytime parties, there were several late-night events officially or unofficially related to the festival. There were 70 official "after-shows" featuring Lollapalooza talent at venues throughout the city. There were also late-night bashes with DJ sets and surprise performances at spots such as Soho House Chicago and Virgin Hotels Chicago.
This year, Smirnoff is celebrating the 75th anniversary of its co-creation of the Moscow Mule cocktail. To mark the milestone, Smirnoff hosted a series of immersive dinners at Tales of the Cocktail. Throughout the evening, guests were transported back in time to experience the story of the Moscow Mule in a pop-up restaurant modeled on the drink’s history. The Wonderland designed and produced the series, which it billed as the first time experiential theater has been used for a brand experience at Tales of the Cocktail.
The Wonderland aimed to recreate the set of the Cock’N Bull restaurant where the drink got its start; the pop-up took over an existing venue called the Little Gem Saloon. The creative agency weaved together 1940s-era design elements with Smirnoff branding: The setup included a recreation of a ‘40s vignette featuring vintage newspapers from 1941, mid-century furniture, and antique mementos. The setup also included a gallery wall of vintage Smirnoff advertisements.
Two large communal dining tables included props like vintage cameras and antique candelabras. Smirnoff brought in 14 actors to portray the origin of the Moscow Mule; wardrobe design for the actors evoked the 1940s time period. About 124 hours of rehearsals were behind the production, which ultimately welcomed 120 guests.
Smirnoff’s setup included 300 copper mugs—the mule's traditional serving vessel—for the drinks.
For Mezcal brand El Silencio, Riveted Events created an event with a “Storyville” theme named after the red light district in New Orleans during the early 1900s. Organizers converted the Hotel Monteleone ballroom into a period speakeasy lounge with surprising experiences for guests.
The El Silencio production included a 40-foot-long brick wall branded with an oversize logo bearing the spirit purveyor’s name in script.
The setup included a 40-foot branded faux brick-walled alley with period props. The look also included personalized “Wanted” posters featuring the brand’s ambassadors.
Customized wallpaper included peep-show holes.
Guests sipped mezcal cocktails, checked out peep shows, and stopped for mini chair massages. Promo models were dressed in vintage brothel attire.
For a surprising and suggestive twist, guests were taken to their chair massages in blindfolds and handcuffs led on a rope by the models. The guests could also watch vintage burlesque videos through peep holes on a custom-built wall. More than 1,000 guests walked through the activation over two days.
The Arcade Powered by PayPal offered nostalgic trade experiences, with classic games like Pac-Man, Pinball, and Wack-a-Mole. Festival attendees were invited to play games free of charge, and their ticket earnings could be exchanged for various prizes such as emoji rings and a GoPro camera.
The Arcade's lounge area stations for guests to relax and charge up their mobile devices between sets.
Within the Arcade, there was a PayPal Store for attendees to purchase necessities such as lip balm and hooded blankets. For the first time, all food and drink vendors as well as the merchandise stands accepted cashless payments powered by PayPal.
Google Chromecast's Castland had custom kiosks where guests could cast their favorite content from popular apps onto big screens and speakers using smartphones or tablets.
As guests entered the space, they were transported into a living-room environment, where a Chromecast Audio demo was integrated into the GIF experience, which includes audio-reactive lighting and music by Outside Lands artists.
Visitors could sample products and infuse the experience with surprises, such as when guests were randomly selected to receive Chromecast Audio devices.
Chromecast partnered with YouTube creators Arden Rose and Jenn Im to expand the experience outside the festival and reach their online community of followers. Visitors could get ready for their camera close-ups in hopes of appearing in YouTube coverage of the festival. Guests were able to upgrade their festival looks with face jewels and temporary tattoos curated by Im.
Putting a clever spin on the traditional meet and greet, electronic-dance music trio Major Lazer posed with fans for shareable GIFs. The Knocks, another Outside Lands artist, also participated in this nontraditional experience.
Select GIFs from the Chromecast Audio GIF booth were shown on the festival stage screens between music sets.
Vita Coco, a sponsor, offered coconut water for purchase throughout the festival grounds.
Vita Coco had set pieces that guests could interact with for photos and social-media sharing.
