T-Mobile x Lollapalooza

Art Direction

In Summer 2025, CAA partnered with T-Mobile to reimagine Club Magenta at Lollapalooza, transforming an open-tent footprint into a VIP environment overlooking the main stage. 

T-Mobile Club Magenta is a VIP lounge created exclusively for T-Mobile customers, offering premium perks at top music festivals and sporting events. Guests can enjoy curated programming, talent Q&As, “Magenta Hour” drink specials, and opportunities to win backstage and after-show passes.

As Art Director, I led the creative vision for the space designed to feel less like a branded activation and more like the best seat in the house. From mapping the consumer journey to defining the overall ambiance, floorplan, and visual identity. Every detail, from large-scale installation to subtle design elements, was crafted to reflect the spirit of the festival and create an immersive destination where customers feel welcomed, celebrated, and part of something special.

Art Direction: Art Park
Design Themes: Playful | Summer | Brat

We developed the Art Park thematic as the creative foundation to kick off our design. A world where art, music, and design collide in playful, edgy proportions.

The concept was rooted in a clear point of view: Gen Z's unapologetic attitude meeting Lolla's free spirit, with enough visual tension to make the space feel alive. Musical elements were pushed into three dimensions, transforming sound into sculpture. Every material choice, every graphic decision, laddered up to a singular aesthetic that was wonky, bold, and deliberately unpredictable, honoring Lolla's own design language while staking out something entirely its own.

Once the concept, materials palette, and key visuals were established, I led the application of the system across the space, making sure it felt true to both Lollapalooza and T-Mobile. Drawing from my time at Milan Design Week a few weeks prior, I incorporated references that brought a more unexpected, contemporary edge to the environment. The focus was to create an indoor-outdoor space that could seamlessly transition from day to night, with flexible areas for guests to gather, linger, and capture organic moments.