{"id":5325,"date":"2026-08-01T17:35:21","date_gmt":"2026-08-01T17:35:21","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=5325"},"modified":"2026-08-01T17:35:21","modified_gmt":"2026-08-01T17:35:21","slug":"inside-lollapaloozas-biggest-brand-activations-from-nutrl-vodka-seltzers-to-a-coca-cola-roller-rink","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=5325","title":{"rendered":"Inside Lollapalooza\u2019s Biggest Brand Activations: From N\u00fctrl Vodka Seltzers to a Coca-Cola Roller Rink"},"content":{"rendered":"<div>\n<div>\n<!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tIf you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission.<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=5323\">Richard L. O\u2019Connor, Emmy-Winning Producer and \u2018The Muppet Movie\u2019 Executive, Dies at 96<\/a><\/p>\n<p>\nLollapalooza\u2019s 2026 lineup stretches far beyond the eight stages scattered throughout Chicago\u2019s Grant Park.<\/p>\n<p>\n\tAs Lorde, Charli xcx, Jennie, Tate McRae, The Smashing Pumpkins, John Summit, Olivia Dean and The xx take the stage, dozens of brands are setting up their own miniature festival destinations, offering everything from N\u00fctrl vodka seltzers (including their just-released peach flavor) and frozen cocktails to beauty touch-ups, roller-skating, skateboarding demonstrations and a Ferris wheel overlooking the grounds. <\/p>\n<p>\n\tThe four-day festival kicked off Thursday and runs through Sunday, Aug. 2. Below, find a guide to the biggest sponsored activations festival-goers can visit between sets. If you can\u2019t make it in person, the sets are streaming live on Hulu and Disney+.<\/p>\n<h2>\n\t\tN\u00fctrl\t<\/h2>\n<p>\n\tN\u00fctrl Vodka Seltzer, an official sponsor of the festival, is pouring Strawberry, Pineapple, Orange and its newer Peach flavor at a dedicated on-grounds site throughout the weekend. The space also features games, photo moments and daily giveaways, giving attendees a reason to stay beyond the time it takes to pick up a can.<\/p>\n<h2>\n\t\tT-Mobile Club Magenta\t<\/h2>\n<p>\n\tT-Mobile\u2019s Club Magenta functions as one of the festival\u2019s more practical pit stops where attendees can charge a dying phone, get out of the crowds for a moment and potentially leave with free merchandise.<\/p>\n<p>\n\tThe carrier also has one of the most visible sponsorships on the grounds, with its name attached to one of Lollapalooza\u2019s two main stages. Entry to the club is reserved for T-Mobile customers.<\/p>\n<h2>\n\t\tBud Light Sound Bar\t<\/h2>\n<p>\n\tThe Bud Light Sound Bar serves as a miniature dance club inside the larger festival, with live DJs, cold beer and limited-edition merchandise drops throughout the weekend. Attendees can also enter for the chance to receive an upgrade to the festival\u2019s VIP areas. <\/p>\n<h2>\n\t\tThat Tito\u2019s Thing\t<\/h2>\n<p>\n\tTito\u2019s Handmade Vodka is leaning into an old-school telephone theme with \u201cThat Tito\u2019s Thing at Lolla Is Calling.\u201d The space offers cocktails, midday crafts and additional surprises for attendees who \u201canswer the call\u201d between performances.<\/p>\n<h2>\n\t\tToyota Music Den\t<\/h2>\n<p>\n\tToyota\u2019s Music Den returns to Grant Park\u2019s Rose Garden with its own programming and a collection of customizable festival souvenirs. Visitors can make beaded charms, collect festival bandanas and pose for fisheye portraits inside the activation.<\/p>\n<h2>\n\t\tChase Freedom Cashback Club\t<\/h2>\n<p>\n\tChase cardholders can bring as many as three guests into the Chase Freedom Cashback Club, a shaded space featuring giveaways and social-media-friendly photo moments. All Chase debit and credit cardholders can also receive complimentary chargeFUZE portable battery rentals, while space inside the club is available on a first-come basis.<\/p>\n<h2>\n\t\tVenmo\u2019s Vibe Village and Stack Shop\t<\/h2>\n<p>\n\tVenmo is behind two experiences this year. The Venmo Stack Shop allows Cashless users to create customized festival accessories, while the larger Vibe Village combines beauty services, local shopping and food.<\/p>\n<p>\n\tThe village\u2019s Glam Suite offers festival touch-ups, while Chicago vendors sell charms and other merchandise. Its food lineup includes Gangnam Market, Matcha Cita, Candycopia, Molly\u2019s Cupcakes, Push Sushi, Pink Mu, Kong Dog and several additional local businesses.<\/p>\n<p>\n\tPayPal and Venmo users can also receive a one-time $10 Lollapalooza Cashless credit by registering their wristbands with one of the payment services, while supplies last.<\/p>\n<h2>\n\t\tSnapchat Charm Bar and Deck\t<\/h2>\n<p>\n\tSnapchat is giving attendees two reasons to open the app. At the Snapchat Charm Bar, fans can take a photobooth portrait and turn the image into a customized keychain decorated with their choice of charms.<\/p>\n<p>\n\tOver at Perry\u2019s Stage, users can show the Snapchat app to enter the elevated Snapchat Deck, which offers refreshments and a less-crowded view of the electronic music stage. Visitors are encouraged to share footage from the deck through Snapchat Spotlight.<\/p>\n<h2>\n\t\tGoogle Backstage\t<\/h2>\n<p>\n\tGoogle Shopping is turning attendees into honorary headliners at Google Backstage. Guests can pick up a mock backstage pass, virtually try on outfits, step behind a DJ booth and compete for prizes and VIP upgrades. The adjacent Google Green Room provides a place to sit down and recharge afterward.<\/p>\n<h2>\n\t\tL.O.L. Surprise! On Tour\t<\/h2>\n<p>\n\tL.O.L. Surprise! is bringing its collectible dolls to Grant Park with mystery prizes, Music Festival Dolls and an installation tied to the toy brand\u2019s collaboration with Jennie, who is among this year\u2019s Lollapalooza headliners.<\/p>\n<h2>\n\t\tCasa Bacard\u00ed\t<\/h2>\n<p>\n\tLocated near Buckingham Fountain, the returning Casa Bacard\u00ed is one of the festival\u2019s biggest alcohol activations. The tropical space serves rum cocktails and hosts DJs and live performers throughout the weekend, including a scheduled Walshy Fire set and performances from Puerto Rican group Las Bompleneras.<\/p>\n<h2>\n\t\tHollister Feel Good House\t<\/h2>\n<p>\n\tHollister\u2019s Feel Good House offers DJ sets, a charm bar, photo opportunities and a place to escape the summer heat. The clothing retailer has also released an official Hollister x Lollapalooza merchandise collection, available from the merch tent near Buckingham Fountain.<\/p>\n<h2>\n\t\tComfort Colors Studio\t<\/h2>\n<p>\n\tComfort Colors is translating its expansive T-shirt palette into a color-focused studio. Festivalgoers can take aura photographs, pose in chromatic mirrors and return each day for collectible pins and limited airbrushed merchandise.<\/p>\n<h2>\n\t\tCoca-Cola Roller Ring\t<\/h2>\n<p>\n\tOne of the weekend\u2019s most elaborate installations is Coca-Cola\u2019s full roller rink. Visitors can borrow skates, circle the branded ring and pick up an ice-cold Coke before heading back to the stages.<\/p>\n<h2>\n\t\tHacienda Patr\u00f3n\t<\/h2>\n<p>\n\tHacienda PATR\u00d3N brings a taste of Jalisco to Grant Park with a two-story installation serving handcrafted tequila cocktails and tacos. The 21-and-over activation also features vinyl DJ sets and unannounced surprises throughout the weekend.<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=5321\">\u2018Barbie\u2019 Sequel Stalls as David Zaslav Won\u2019t Approve Bigger Salaries for Ryan Gosling and Margot Robbie<\/a><\/p>\n<h2>\n\t\tNeutrogena Hydro Boost Juicy Lab\t<\/h2>\n<p>\n\tNeutrogena\u2019s Hydro Boost Juicy Lab gives overheated festivalgoers a skincare reset. Visitors can cool down with chilled Hydro Boost Water Gel and learn about the brand\u2019s lightweight moisturizing products before returning to the crowds.<\/p>\n<h2>\n\t\tBubba Drip Bar\t<\/h2>\n<p>\n\tDrinkware brand Bubba is offering custom charm-making, laser engraving, photo opportunities and water stations. Attendees can personalize their reusable cups and bottles at the so-called Bubba Drip Bar.<\/p>\n<h2>\n\t\tLiquid I.V. Flavor House\t<\/h2>\n<p>\n\tThe Liquid I.V. Flavor House is serving hydration mixes and alcohol-free mocktails alongside giveaways and surprise DJ sets. Flavors include the new Ring Pop Cherry, Rainbow Sherbet and Raspberry Lemonade.<\/p>\n<h2>\n\t\tThe Beat Suite by Ulta Beauty\t<\/h2>\n<p>\n\tUlta Beauty\u2019s Beat Suite serves as the festival\u2019s primary glam station, with hair and makeup refreshes, opportunities to personalize seasonal beauty trends and access to festival-exclusive products.<\/p>\n<h2>\n\t\tDunkin\u2019 Refresherland\t<\/h2>\n<p>\n\tDunkin\u2019 is keeping the crowd caffeinated and cooled down at Refresherland, where visitors can sample the chain\u2019s fruit-flavored Refreshers and pick up exclusive festival merchandise.<\/p>\n<h2>\n\t\tMotorola Razr Wheel\t<\/h2>\n<p>\n\tMotorola has brought an observation wheel to Grant Park. The Razr Wheel lifts riders above the festival grounds for panoramic views and photo opportunities, while the surrounding activation offers giveaways and other interactive experiences tied to the brand\u2019s foldable phones.<\/p>\n<h2>\n\t\tBurberry Her Pop-Up\t<\/h2>\n<p>\n\tThe Burberry Her Pop-Up translates the fragrance collection\u2019s fruity, dessert-inspired notes into an immersive installation. Attendees can explore the perfumes through treats, scent-testing stations and photo moments.<\/p>\n<h2>\n\t\tWelch\u2019s Fusions Ultimate Remix Experience\t<\/h2>\n<p>\n\tWelch\u2019s is handing out free samples of its Fusions fruit snacks, which combine multiple fruit flavors in a single bite. Visitors can also vote on a future flavor combination and participate in additional giveaways and surprises.<\/p>\n<h2>\n\t\tHeinz Sauce Stop\t<\/h2>\n<p>\n\tHeinz once again sponsors Chow Town, Lollapalooza\u2019s sprawling collection of Chicago food vendors. Its Sauce Stop gives attendees another branded photo opportunity before they pick up food nearby.<\/p>\n<h2>\n\t\tThe BeatBox Sour Spot\t<\/h2>\n<p>\n\tBeatBox is spotlighting its Xtreme Sour Black Cherry drink with a matching photo installation and daily merchandise giveaways. Prizes include fanny packs, graffiti-style hats, bandanas, hand fans, keychains and customized disposable cameras.<\/p>\n<h2>\n\t\tListerine Swish Tour\t<\/h2>\n<p>\n\tListerine is using Lollapalooza as a stop on its limited-run Swish Tour, where visitors can try several mouthwash intensities, including a new Extra Mild option.<\/p>\n<h2>\n\t\tJosh Cellars\t<\/h2>\n<p>\n\tAt \u201cGood Times With Josh Cellars,\u201d wine drinkers can sample the brand\u2019s collection, including Seaswept and the newly introduced Seaswept Sparkling. The activation is positioned as a relaxed stop for wine between afternoon sets.<\/p>\n<h2>\n\t\tAperol Day Club\t<\/h2>\n<p>\n\tAperol\u2019s Day Club brings the Italian aperitivo to Lollapalooza, inviting groups to take a break from the crowds over Aperol Spritzes.<\/p>\n<h2>\n\t\tJack Daniel\u2019s Music and Karaoke Experience\t<\/h2>\n<p>\n\tJack Daniel\u2019s is offering fans their own turn behind the microphone at Cocktail North. The activation combines live karaoke with frozen cocktails and a lounge area for resting between performances.<\/p>\n<h2>\n\t\tKona Big Wave Outpost\t<\/h2>\n<p>\n\tKona Big Wave has erected a branded half-pipe where professional skateboarders perform live demonstrations each day from noon to 6 p.m.<\/p>\n<h2>\n\t\tRed Bull Refuel Station\t<\/h2>\n<p>\n\tNear Perry\u2019s Stage, Red Bull is combining a service station, car wash and dance party aesthetic. The Refuel Station serves frozen drinks, mocktails and slushies alongside continuous DJ sets.<\/p>\n<h2>\n\t\tKidzapalooza Activations\t<\/h2>\n<p>\n\tLifeway Kefir serves as the presenting sponsor of Kidzapalooza, Lollapalooza\u2019s children\u2019s area. Families can attend live performances, participate in interactive activities and receive free samples of Lifeway Kefir and ProBugs products.<\/p>\n<p>\n\tSmartyPants Vitamins is hosting a play-based installation centered on creativity and imagination, while Siete Foods is handing out snacks and offering crafts and a coloring station for children.<\/p>\n<h2>\n\t\tRe\t<\/h2>\n<p>\n\tConservation organization Re is inviting visitors to \u201cTake a Wild Break\u201d inside an immersive sound booth that uses audio and haptic effects to transport participants to ecosystems including Tanzania and California\u2019s redwood forests. The space also includes giveaways and a wildlife-themed photo wall.<\/p>\n<h2>\n\t\tLolla Girl\t<\/h2>\n<p>\n\tEtty Lau Farrell\u2019s Lolla Girl installation rounds out the Vibe Village programming with games, a photobooth and limited-edition merchandise. The activation is inspired by the fashion, community and colorful aesthetic that have surrounded Lollapalooza since its early years.<\/p>\n<p>\n\tLollapalooza\u2019s broader roster of 2026 partners also includes Allianz, Airbnb, Hulu, BMI, Uber, Uber Eats, Cutwater, Se\u00f1orita, Waterloo, REVERB and Musically Fed, though the festival\u2019s public on-site guide does not detail separate consumer activations for each of those companies. Hulu and Disney+ are serving as the official streaming destinations for select performances throughout the weekend.<\/p>\n<p>Read more <a href=\"https:\/\/relocationobserver.com\/?p=5319\">Box Office: \u2018Spider-Man: Brand New Day\u2019 Breaks Opening Day Record With $168 Million<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>From Nutrl Vodka Seltzer and Patr\u00f3n to Ulta Beauty and Hollister, here are the best activations happening on the grounds at Lollapalooza this year.<\/p>\n","protected":false},"author":1,"featured_media":5324,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[113],"tags":[4208],"class_list":["post-5325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-shopping","tag-lollapalooza"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Inside Lollapalooza\u2019s Biggest Brand Activations: From N\u00fctrl Vodka Seltzers to a Coca-Cola Roller Rink - 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