To celebrate Levi's® first year as an official partner of Lollapalooza, we designed an immersive in-store experience for their Michigan Avenue location to commemorate 20 years of Lollapalooza in Chicago. Our activation invited consumers to embark on a musical journey through the festival's history. Upon entering the store, participants could opt to wear a pair of headphones, each set tuned to four channels showcasing distinct eras of Lollapalooza headliners.

As consumers explored the store, they encountered past festival posters, created custom tees, designed their own festival bracelets, and unlocked exclusive merchandise with various levels of in-store purchases. This engaging experience combined music, fashion, and interactive elements to enhance their shopping experience while celebrating Chicago's iconic festival.