CHICAGO—Lollapalooza returned to Chicago’s Grant Park Aug. 3-6. The juggernaut music festival—held in Chicago since 2005—is produced by C3 Presents. Boasting nine stages, this year’s fest featured performances from more than 170 artists. The sprawling event spans a mile and drew around 100,000 guests per day.
When festivalgoers weren’t taking in sets from artists like Billie Eilish, Kendrick Lamar, and Lana Del Rey, they roamed the festival grounds. Along the way, they found plenty of brand activations to keep them caffeinated, cool, or downright curious.
Lines formed at everything from Adobe’s colorful art garden to Coke’s high-octane music studio to Liquid Death’s gruesome country club. Keep scrolling to see the most chart-topping brand activations from Lollapalooza 2023...
About-Face's Beauty Shop
About-Face, the makeup brand by musician Halsey, set up its Beauty Stop on festival grounds. At the entrance, Lolla-goers could pick up a $37 About-Face Festival Kit. The leather pouch was stocked with products designed to stand up to the August heat, including the smudge-free Matte Fluid Eye Paint. Live Nation Media & Sponsorship’s in-house experiential and events team produced the activation.
Photo: Dusana Risovic
At About-Face’s activation, festivalgoers could get festival-ready beauty looks using the brand’s products. Mirrors advertised a text code that guests could use to get 25% off a makeup order.
Photo: Dusana Risovic
Adobe Art Garden
The Adobe Art Garden held 3D sculptures representing works from Chicago creators. QR codes scattered throughout the activation taught guests more about the sculptures and allowed them to unlock Adobe Express templates that they could use in social media posts from the fest. The activation featured production from Live Nation Media & Sponsorship’s in-house experiential and events team.
Photo: Nathan Zucker
Bud Light Backyard
An area known as the Bud Light Backyard was stocked with cold beers for purchase, umbrella-topped picnic tables, and branded teeter-totters. Throughout the weekend, the grassy lounge also offered DJ sets and live music. Bait Shoppe was the lead experiential agency for Bud Light’s on-site activations.
Photo: Ismael Quintanilla III
The beer brand also designed an activation to promote its new hard seltzer. Filled with floating bubbles to represent the fizzy drink, a rainbow tunnel proved to be a popular photo op. Near the tunnel was a branded bar where guests could purchase the clear seltzer.
Photo: Ismael Quintanilla III
Coke Studio
At Coke Studio, produced by Momentum Worldwide, guests could create their own music videos and album art with help from artificial intelligence. There was also an area known as the Green Room, where the visiting “artists” could relax, cool off, and grab a cold Coke Zero.
Photo: Ashley Osborn
Dunkin’s Rhythm Room
Dunkin’s Rhythm Room was a bright, two-story structure that drew lines throughout the weekend. Outside the activation, guests posed for photos on a branded swing decorated with pink doughnuts. Live Nation Media & Sponsorship’s in-house experiential and events team produced the doughnut-filled attraction.
Photo: Taylor Regulski
Guests who downloaded the Dunkin’ Awards app before the festival were treated to perks on site. They were granted access to the activation’s rooftop lounge, where they could sample free treats including butter pecan iced coffee and blueberry cake Munchkins.
Photo: Taylor Regulski
Hendrick’s Grand Garden
Hendrick’s Grand Garden bar provided a lush space for sipping cucumber-lemonade cocktails. The dreamy activation was filled with red roses, which are an ingredient in Hendrick’s Gin. Momentum Worldwide produced the leafy activation.
Photo: Roger Ho
Guests posed with branded props including an oversize, leafy bottle of gin. Elsewhere in the garden, there was a branded swing and wrought-iron cafe tables.
Photo: Roger Ho
Liquid Death Country Club
With help from Live Nation Media & Sponsorship’s in-house experiential and events team, canned water company Liquid Death set up a cheekily gruesome country club. The door was manned by grim reaper statues, and a hanging sign read: “Sell Your Soul to Join.” At night, the exterior of the activation was uplit in eerie red lights, which gave it a haunted house look.
Photo: Dusana Risovic
Within the Liquid Death Country Club, guests could get airbrush tattoos at a pop-up studio. The dimly lit space was decorated with wood-paneled walls, golden sconces, and photos in gilded frames. It also had a neon sign advertising the brand name.
Photo: Dusana Risovic
Attractions in the Liquid Death Country Club also included horoscope readings, live music, and thematic decor including a tower of golden skulls. At an on-site bar, guests could pick up a complimentary tallboy of the brand’s water.
Photo: Dusana Risovic
