Lollapalooza VIP and Platinum Area
VIP & Platinum Experience Area, 2017
Creative concept and execution
Idea, scenography, partnerships and branding, hospitality, on-site production
Rennbahn Hoppegarten, Berlin
In 2017, the grounds of the Rennbahn Hoppegarten were transformed into the location for the Lollapalooza Festival. The racetrack’s historic grandstand played host to the VIP guests’ experience. The main goal was to develop and implement a concept for the “VIP & Platinum Experience Area”, spanning more than 1,000 m2 spread over three floors. Inspired by the building’s history, the concept allowed visitors to relive the racetrack’s glory days and indulge in the opulent setting of the festival. With all the standard event equipment removed, the grandstand was stripped down to the raw beauty of its heritage-protected architecture and reborn in all of its 1920s luxury. The integration and strategic placement of external partners (such as Monkey Bar, 25hrs Hotel Berlin etc.) were considered from the earliest stages of concept development. The result: a harmonious atmosphere combining exceptional hospitality, an attractive supporting programme, as well as an interior that takes visitors on a journey back in time full of convenience.