IHG asked us to design a bold, youth-driven activation for Lollapalooza Berlin, one of Europe’s most dynamic festivals and a key moment to connect with a Gen Z audience. The brief was to create a photo opportunity that would feel fresh, playful and unmissably shareable, while positioning IHG as the ultimate place to stay for festival lovers.
As headline hospitality partner, IHG wanted to amplify awareness of its global brand and One Rewards programme in an authentic way. The challenge was to make an impact in a busy greenfield site with no built infrastructure, while aligning seamlessly with Lollapalooza’s vibrant energy. The activation needed to reflect IHG’s design-led personality and offer festivalgoers a fun, creative escape that stood out from traditional sponsor spaces.
Our answer was IHG Flipped, an upside-down Holiday Inn-inspired room turned immersive photo experience. Housed within a 20ft shipping container, guests stepped inside a surreal, topsy-turvy bedroom complete with patterned cushions, retro lamps and playful Berlin artwork. Every prop was inverted to create the illusion of defying gravity, giving visitors their own striking wow moment to capture and share. A freestanding photo booth delivered instant digital and printed souvenirs, while bilingual brand ambassadors encouraged guests to join IHG One Rewards. The result was a light-hearted, high-energy experience that blended creativity, accessibility and brand storytelling. With constant queues, thousands of shared images and strong media visibility, IHG Flipped became one of the festival’s most talked-about activations.
IHG asked us to design a bold, youth-driven activation for Lollapalooza Berlin, one of Europe’s most dynamic festivals and a key moment to connect with a Gen Z audience. The brief was to create a photo opportunity that would feel fresh, playful and unmissably shareable, while positioning IHG as the ultimate place to stay for festival lovers.
As headline hospitality partner, IHG wanted to amplify awareness of its global brand and One Rewards programme in an authentic way. The challenge was to make an impact in a busy greenfield site with no built infrastructure, while aligning seamlessly with Lollapalooza’s vibrant energy. The activation needed to reflect IHG’s design-led personality and offer festivalgoers a fun, creative escape that stood out from traditional sponsor spaces.
Our answer was IHG Flipped, an upside-down Holiday Inn-inspired room turned immersive photo experience. Housed within a 20ft shipping container, guests stepped inside a surreal, topsy-turvy bedroom complete with patterned cushions, retro lamps and playful Berlin artwork. Every prop was inverted to create the illusion of defying gravity, giving visitors their own striking wow moment to capture and share. A freestanding photo booth delivered instant digital and printed souvenirs, while bilingual brand ambassadors encouraged guests to join IHG One Rewards. The result was a light-hearted, high-energy experience that blended creativity, accessibility and brand storytelling. With constant queues, thousands of shared images and strong media visibility, IHG Flipped became one of the festival’s most talked-about activations.
Copyright©2026.
We Are Family London