Lollapalooza Berlin 2017: #AbsolutLolla Was The Perfect Last Hurrah Of The Summer

It seems that summer in Berlin is well and truly gone; luckily, Absolut made sure that Lollapalooza was the perfect send-off.

With Berlin Art Week behind us and most of the Fashion Weeks crossed off the calendar, it seems that summer has truly come to an end. Luckily, the best was saved for last, with Lollapalooza Berlin on hand to herald the new season. On the 9th and 10th of September, the Absolut-sponsored festival returned to Berlin for the third year running, bringing all the VIPs and cool kids to the yard. The third edition of the festival continued the festival’s tradition of taking over historical locations for the party; this year, it was Rennbahn Hoppegarten’s turn to get propelled into the 21st century via song and dance. Beloved Swedish alcohol brand Absolut made sure guests stayed suitably hydrated and intoxicated with custom cocktails and a VIP bar.

At this year’s sold-out festival, Absolut set up a bar amidst the Fun Fair, offering up a choice of sweet and summery drinks. Once the heavens had opened, soggy festival-goers could find refuge in the bar and drink the bad weather away. The cocktail they created specifically for Lollapalooza was a delicious concoction of Absolut Vodka, ice, Schweppes new Russian Berry garnish, and an abundance of fresh strawberries and raspberries. Fitting in the kitsch vibes of Lollapalooza, each drink was served in a jam jar, topped off with Absolut’s signature striped straws.

With a ferris wheel serving as a backdrop and an oversized glittery vodka bottle sitting on top of the tent, it was hard to miss Absolut’s spot in the heart of the festival. For festivalgoers who were lucky enough to come across the tent, a host of activities awaited. From making your own flower crowns to posing with Absolut’s art piece, there was a lot on offer besides killer cocktails.

Their “#AbsolutLolla” art installation proved to be a crowd favourite. Following on from their “Taking Pride in Diversity” campaign, the vodka giant plastered their “All People Are Equal” slogan over the giant art piece, which was reminiscent of the notorious Glastonbury sign. It should come as no surprise that the vodka brand which sponsors “RuPaul’s Drag Race” and which is name-dropped in “Rent” is a staunch supporter of equal rights, and their installation really hammered this home.

With every good festival comes a good after-party, and the Absolut/Lollapalooza takeover at Prince Charles was certainly no exception. Aptly named “Absolut Lolla DJ Maxxx Birthday Bash”, the after party celebrated the birthday of Berlin native DJ Maxxx, and allowed guests to dance the night away after the first night of Lollapalooza. The line-up boasted the likes of Drunken Masters, Crux Pistols, Harris and of course, DJ Maxxx himself. In true Berlin fashion, the party never truly ended. After dancing until the early hours at Prince Charles, the #AbsolutLolla crew headed back to Rennbahn Hoppegarten for Lollapalooza Round 2.

As the sun set on Lollapalooza, it set on summer too — and left us craving a sweet, summery drink to preserve that sunshine feeling just a little longer.

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