From the roller disco movement of the 80’s to its resurgence as a pandemic escape in 2020, roller skating has always been a beloved part of music culture– bringing people together for generations.

This nostalgic activity served as the inspiration for our team when tasked with creating an all-new activation at Lollapalooza Chicago as part of Coca-Cola’s global music platform, Coke Studio.

Throughout the festival weekend, fans enjoyed ice-cold Coca-Cola and nonstop music from our DJs and pop up performances. They could either lace up some roller skates for a spin around the rink or take breather in the shade for some good ‘ol people-watching– all while getting their pic taken from one of our roaming photographers.

Creative Direction: Louie Zuniga, Albie Alexander
Art Direction: Kristen deBarros

Leveraging elements from the Coke Studio visual identity such as dynamic red waves and stage-inspired rigging and trussing, we created an activation that was not only visually striking but inspired by live music and a true extension of the Coca-Cola brand.

The silhouette of the iconic Coke bottle was repeated to create a tunnel entrance into the activation, while a neon-trimmed “bubble” wall displayed Lollapalooza branding and limited edition Coke Studio branded slim cans. Disco balls and lit orbs created a hanging installation above our DJ booth, a nod to the brand’s effervescence and uplifting taste.

Ahead of his performance on the main stage, Noizu dropped into Coke Studio for a surprise DJ set– turning the roller rink into a full-blown dance party and even giving away signed festival merch to a few lucky fans. 

The Coke Studio activation at Lollapalooza gave fans an entirely unique festival experience and kept them refreshed all weekend long– reminding everyone why Coca-Cola is such an iconic brand, capable of creating moments of Real Magic.