Dozens of brands are offering giveaways and limited-edition merch on the festival grounds this year. Inside Lollapalooza’s Biggest Brand Activations: From Nütrl Vodka Seltzers to a Coca-Cola Roller Rink 2 hours ago Lollapalooza 2026 Livestream Schedule: Where and When to Stream Every Set Live Online 2 hours ago Olivia Wilde and Cooper Hoffman Used Pain Scale Ratings to Prep BDSM Scenes in ‘I Want Your Sex’: She ‘Hit Him Really Hard and’ It Was ‘Only a Seven or Eight’ 21 hours ago If you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission. Lollapalooza ’s 2026 lineup stretches far beyond the eight stages scattered throughout Chicago’s Grant Park.
As 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 Nütrl 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. Related Stories Mike Leigh Says It’s ‘Very Likely’ He’ll Retire After Next Film Due to Illness San Sebastián Lineup: Pablo Larraín, Mike Leigh, Benjamín Naishtat and More The 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’t make it in person, the sets are streaming live on Hulu and Disney+. Popular on Variety Nütrl 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. T-Mobile’s Club Magenta functions as one of the festival’s 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. The carrier also has one of the most visible sponsorships on the grounds, with its name attached to one of Lollapalooza’s two main stages.
Entry to the club is reserved for T-Mobile customers. The 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’s VIP areas.
Tito’s Handmade Vodka is leaning into an old-school telephone theme with “That Tito’s Thing at Lolla Is Calling.” The space offers cocktails, midday crafts and additional surprises for attendees who “answer the call” between performances. Toyota’s Music Den returns to Grant Park’s 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.
Chase 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. Venmo 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. The village’s Glam Suite offers festival touch-ups, while Chicago vendors sell charms and other merchandise. Its food lineup includes Gangnam Market, Matcha Cita, Candycopia, Molly’s Cupcakes, Push Sushi, Pink Mu, Kong Dog and several additional local businesses.
PayPal 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. Snapchat 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.
Over at Perry’s 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. Google 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. L.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’s collaboration with Jennie, who is among this year’s Lollapalooza headliners. Located near Buckingham Fountain, the returning Casa Bacardí is one of the festival’s 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. Hollister’s 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.
Comfort 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. One of the weekend’s most elaborate installations is Coca-Cola’s full roller rink.
Visitors can borrow skates, circle the branded ring and pick up an ice-cold Coke before heading back to the stages. Hacienda PATRÓN 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.
Neutrogena’s 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’s lightweight moisturizing products before returning to the crowds. Drinkware 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. The 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. Ulta Beauty’s Beat Suite serves as the festival’s primary glam station, with hair and makeup refreshes, opportunities to personalize seasonal beauty trends and access to festival-exclusive products. Dunkin’ is keeping the crowd caffeinated and cooled down at Refresherland, where visitors can sample the chain’s fruit-flavored Refreshers and pick up exclusive festival merchandise.
Motorola 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’s foldable phones. The Burberry Her Pop-Up translates the fragrance collection’s fruity, dessert-inspired notes into an immersive installation.
Attendees can explore the perfumes through treats, scent-testing stations and photo moments. Welch’s 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...
