World-renowned music festival Lollapalooza celebrated its 25th anniversary this year, and it marked the occasion by starting the party a day early and ading more acts to the lineup. "There’s a lot of really great music coming out in 2016," festival founder Perry Farrell said in a press release. "With the abundance of talent that wanted to help us celebrate 25 years we got to thinking … ‘How are we going to fit all those great artists in one weekend?’ Then we thought about what a special day Thursday has become. When the party can’t wait for the weekend, the movers and shakers make it happen on Thursday."
The festival ran from July 28 to July 31, featuring 170 acts as opposed to 130 in 2015.
But, getting to see all (or at least several) of those acts took some endurance. Produced by C3 Presents, the festival is held in Chicago's sprawling Grant Park, and wandering through it can be physically demanding. Its stages and attractions are spread out over a mile. It also draws some 100,000 guests each day, so long walks can also involve wading through thick crowds. Plus, the park is exposed to the elements, which typically include rain and extreme heat.
Seeming to anticipate that guests would need more creature comforts to make it through the extended run, festival organizers and sponsors placed an emphasis on survival basics. On the festival grounds, there was more seating in shaded areas, healthy snacks were more widely available, and several sponsors tended to practical needs by providing no-frills perks like Wi-Fi and phone-charging stations. To help protect guests from the rain, sponsors such as Samsung and Cottonelle handed out complimentary ponchos; guests could also pick up sunscreen at a new on-site bodega.
Going beyond the basics to make the overall experience more enjoyable, sponsors and planners provided everything from backyard-style games to tarot card readings, swag, and craft beer. Here's a look inside the newly expanded festival, and the attractions that helped guests linger for one extra day.
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.
