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Lollapalooza belonged to pop artists this year, with Zara Larsson drawing her biggest U.S. crowd, Tate McRae going viral for being dipped in gold on stage and Adéla making her festival debut. The rain, flooding and muddy grounds at Chicago’s Grant Park didn’t deter nearly 400,000 fans from catching their favorite performers and headliners across eight stages from July 30 to Aug. 2.
Plus, more than 45 partner brands showed up with festival destinations (and weather escapes) to surprise and delight music fans over the weekend. Here, we highlight 10 sponsor activations that rocked the festival experience.
CASA BACARDÍ
Bacardí Rum returned with the two-story Casa Bacardí, serving up signature cocktails at the Cocktail Garden, VIP bar and Ready-to-Drink carts. DJ Crespo and local djs made appearances, along with live performances by Las BomPleneras, showcasing Puerto Rican music and dance traditions. Attendees also enjoyed Golden Hour sampling experiences, a dance floor, interactive photo moments and exclusive giveaways.
Photo credit: Live Nation
CHASE FREEDOM CASHBACK CLUB
Chase card members (and three guests) who stopped by the multilevel Chase Freedom Cashback Club scored exclusive swag, treats from local vendors, and elevated views of the festival from a VIP terrace and a shaded lounge. (Build: Raven PMG)
Photo credit: Live Nation
COCA-COLA ROLLER RING
Festivalgoers laced up their skates to join the Coca-Cola Roller Ring. Showcasing its Coke Studio platform, the rink featured a dj booth in the center so participants could groove around. (Build: Raven PMG)
Photo credit: Live Nation
LISTERINE’S SWISH TOUR
After joining Gov Ball 2026, Listerine brought the final stop of its Swish Tour to Lollapalooza. The festival’s Official Mouthwash Sponsor amped up the party with a silent disco, interactive swish booths, sampling and branded swag. Attendees could explore their preferred mouthwash intensity, pair it with a curated playlist and discover the product that best fit their vibe. (Agency: 424 Productions)
Photo credit: Listerine
L.O.L. SURPRISE’S DISCO POP-UP
Celebrating 10 years and making its first Lollapalooza appearance, L.O.L. Surprise! invited attendees to open mystery compartments that revealed exclusive, collectible prizes and VIP upgrades at an oversized disco ball Surprise Wall. At the Kandi Bar, fans unlocked collectible bracelets and listened to jams inspired by their favorite Music Festival Dolls. Participants also snapped photos with a larger-than-life Jennie doll on the L.O.L. Surprise! Stage. (Build: Raven PMG, structure)
Photos: Courtesy of SkyQuajus Turner
MOTOROLA’S RAZR WHEEL
A new attraction arrived in the heart of Grant Park, thanks to Motorola. The first-ever razr Wheel gave attendees free rides to take in the Chicago skyline, and festival stages, from new heights.
Photo: Courtesy of Motorola
NEUTROGENA’S HYDRO BOOST JUICY LAB
As part of its inaugural Lollapalooza sponsorship, Neutrogena set up six sunscreen dispensers around Grant Park and launched its first-ever Hydro Boost Juicy Lab activation. The air-conditioned oasis was stocked with samples of the Hydro Boost Water Gel product and photo ops, while the Recharge & Glow Lounge for hosted media and creators offered mini-facials and product sampling.
In partnership with Amazon, Neutrogena’s Ultimate Festival Skin Hack Pop-Up at Fulton Market Social treated consumers to a life-size album cover photo booth and festival essentials, like product demos at the Hydro Boost Station and customizable crossbody bags with stick-on patches.
Photos: Courtesy of Neutrogena
HACIENDA PATRÓN
Festivalgoers looking for a respite could visit Hacienda Patrón. There, they were transported to the tequila brand’s historic headquarters in Jalisco, Mexico, where they could pick up a drink at the Margarita Bar, hit the dance floor, listen to sets from Chicago-based djs, and grab some tacos and quesadillas. (Build: Raven PMG)
Photo credit: Live Nation
THE BEAT SUITE BY ULTA BEAUTY
Located at Buckingham Fountain, Ulta Beauty doubled its footprint for The Beat Suite, which kept festivalgoers refreshed all weekend long. Attendees enjoyed complimentary hair and makeup touch-ups from Ulta Beauty’s Artist Collective, and for those on the go, a self-service touch-up station provided beauty products. Participants also picked up themed gift bags filled with curated favorites from brands like about-face, NOYZ, Cécred and Ulta Beauty Collection.
Photo credit: Live Nation
WELCH’S FRUIT SNACKS’ ULTIMATE REMIX
Playing off the mixed flavor combos of Welch’s Fusions, the fruit snack brand popped up the rainbow-colored Ultimate Remix Experience, which featured samples of the three Fusions varieties, a “Find Your Fusions Vibe” quiz, live voting on potential future flavors and photo ops.
Photos: Courtesy of Welch’s Fruit Snacks
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