Title: Room 28 — by Always @ Lollapalooza
Client: Always
Year: 2024
Category: Brand Experience / Product Driven Festival Activation
Role: Creative Direction, Concept Development, Art Direction
Creative Mentors: Ezequiel Musante & Marcelo Almejún
INSIGHT
At festivals, control slips away — space, time, privacy.
For menstruating festival-goers, that loss hits harder:
long lines, unsafe bathrooms, zero calm.
The world doesn’t pause when your body needs relief,
but you should be able to.
IDEA
Turn protection into permission.
The Always × Lollapalooza — Festival Edition becomes the key
that gives your moment back: Room 28, a women-first sanctuary
built inside the festival — clean comfort, soft light, fresh air —
with a women-only care area so you can reset and rejoin the music.
Reclaim your moment — play on.
✶ This is your space at Lolla. ✶
Always × Lollapalooza — Festival Edition.
Limited co-branded packs designed to carry calm into the chaos —
and to unlock access to Room 28, your women-first sanctuary inside the festival.
What makes it Festival Edition?
- Co-branded lockup: ROOM 28 ✶ Lollapalooza ✶ always
- Special Festival Care ribbon + Festival Edition seal
- Two formats: hero + compact (on-the-go)
- Soft matte texture, printed grain for a tactile, real-life feel
- Colorway synced to Room 28: teal, violet, magenta waves
To-Go Pack (compact) — Best for pockets & crossbody
Hero Pack (standard) — Best for lockers & tote bags
✶ Collect. Unlock. Live it. ✶
Six moments.
One promise.
Wherever the festival takes you,
Room 28 gives your moment back.
✶ Reclaim your moment — slow it down, feel it all.
✶ Reclaim your moment — nothing gets in your way.
✶ Reclaim your moment — confidence for the rush.
✶ Reclaim your moment — stillness when you need it.
✶ Reclaim your moment — breathe, reset, play on.
✶ Reclaim your moment — comfort that gets you closer.
✶ Posters set the tone ✶
✶ Room 28 holds the moment ✶
Room 28 is where the festival gives you your moment back.
A women-first sanctuary designed for the rhythm of real bodies:
soft light, fresh air, water, mirrors — plus the privacy you
don’t usually get on the grounds.
Here, calm isn’t backstage — it’s part of the show.
Access is unlocked with the Always × Lollapalooza — Festival Edition,
so the product that protects you also opens the door to an experience
made for you.
Lounge, bar, and hammocks welcome everyone who respects the space;
the care area is women-only, built for speed, safety, and dignity.
From rush to hush to front-row again — Room 28 keeps the music yours.
✶ ENTRANCE ✶
Step in.
Reclaim your moment.
A canopy of calm at the heart of Lolla.
Access
Show your Festival Edition pack or wrist tag at the entrance.
Shared zones are open; the care area is women-only.
Respect the hush
Keep voices low and paths clear.
No filming in the care area
Privacy first, always.
Be kind to the crew & to each other
Anyone disrupting the vibe will be guided back to the general grounds.
Use, don’t linger
Reset, refresh, rejoin the music.
✶ LOUNGE ✶
Unwind.
Reset.
Rejoin.
Soft light, soft landings, fast bounce-back.
✶ AMMENITIES ✶
Pause without permission.
Room to sway, space to be.
✶ BAR ✶
Fuel the pause.
Hydrate, breathe, smile — front row can wait.
✶ CLOSE-UP ✶
Texture you can trust.
Comfort that travels with you.
✶ PRODUCT STANDS / EXCLUSIVE WOMEN AREA ENTRANCE ✶
Find what you need, on your way in.
See what's inside the sanctuary.
✶ LAVATORY / EXCLUSIVE WOMEN AREA ✶
Everything you need, right here.
Privacy first, always.
✶ PRODUCT IN-SITE ✶
The key to Room 28.
Festival Edition by Always — protection that unlocks your sanctuary.
✶ You’ve seen it. ✶
✶ Now step inside. ✶
✶ When the world gets loud, you know where to go. ✶
