Samsung became the first virtual-reality sponsor of Lollapalooza, which ran from July 28 to July 31 in Chicago. To showcase its devices on festival grounds, the brand hosted a carnival-style VR-Palooza. Guests could use VR devices to feel as though they were surfing in Tahiti 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.
The Lolë White Tour, a series of yoga events in cities around the world organized by the women’s activewear and lifestyle brand, made a stop at Toronto’s Exhibition Place for an outdoor yoga session at sunset on July 28. A group of 3,000 yogis, dressed in white as a symbol of peace, gathered for the tour’s first evening session.
The volleyball tournament, which pits models from agencies on teams to compete in a volleyball match, traveled to a private residence in the Hamptons on August 6. Sportswear company LVE created custom uniforms for model agency teams, and event sponsors included Heineken Light, Essentia, and Inca Kola. The Miami-originated event was founded and produced by Olivia Ormos and Michael Malone.
