14 Noteworthy Ideas From V.I.P. Lounges at Summer Events

Lollapalooza, which took place August 2 to 5 at Grant Park in Chicago, offered two luxury V.I.P. tents for platinum ticket holders. Kehoe Designs designed both lounges, including Platinum South, which offered pink, bright orange, gold, and black accents. The ombré pink and orange color scheme was also incorporated into fringe ceiling decor. To enhance the ambiance, Kehoe included a black and white gallery with photography, illustrations, and sayings. 

This year’s Teen Choice Awards took place August 13 at the Galen Center in Los Angeles. The V.I.P. tent, which was created by event designer Brian Worley, former co-owner of YourBash, featured a color scheme of blue, pink, and purple inspired by the colors of this year’s surfboard trophies. 

As surfboards are given out to winners each year, Worley built on the tent’s nautical theme by adding blue, pink, and purple octopi and fish bowls at a branded bar. 

Tables doubled as chalkboards, and included fishbowl centerpieces, notebooks, and mini surfboards.

Certain tables also included LED octopus night lights. 

American Express brought its two-story tent back to the second annual Panorama music festival, which took place at Randall’s Island in New York in July. The activation, which was designed by Momentum Worldwide, featured a second-story festival viewing area that was exclusive to card members and select influencers and media. 

The second level had a variety of seating areas, including couches with pillows that had illustrations of Frank Ocean, who performed at the festival on the first night. 

The bar showcased a massive, branded succulent wall. 

The bar area also showcased the Platinum South pink and orange color scheme, along with plantscapes provided by Floral Exhibits. The bar itself included black and white marbled agate custom graphic. 

The Platinum North tent offered a coffee grounds-meets-forest aesthetic, with reclaimed wood bars and fenced walls with copper, gold, and silver leaf accents. The ceiling was decorated with lush greenery, some of which ran down to the floor. 

Red Bull's V.I.P. area invited guests to play ping-pong and watch the energy drink brand's live footage from nearby stages. 

The brand's V.I.P. area also included a shaded, leafy seating area with chairs resembling hands. The area was dubbed "Kosmosworld." 

Tito's Vodka's V.I.P. lounge offered guests cocktails from an open bar and performances from a branded stage. The lounge also provided plush seating, private restrooms, and tacos. 

At New York’s Governors Ball in June, sponsor Citi partnered with Founders Entertainment to allow card members to link their R.F.I.D. wristbands to their Citi cards in advance. The wristbands offered perks that included access tot he Citi viewing deck, which provided an elevated viewing area of the main stage and a cashless bar.