Events > Lollapalooza

ILLUMINATING A GLOBAL MUSIC ICON:
LOLLAPALOOZA 2023

When Lollapalooza prepared for its biggest event yet in Chicago, the organisers needed large-scale illuminated signage that could set the tone from the very first moment. We delivered custom LED neon installations designed to create a bold, unforgettable arrival experience and elevate the visual identity of the festival across the entire site.

LOLLAPALOOZA 2023
"The illuminated signage made an immediate impact. It set the tone from the moment guests arrived and became a defining visual feature of the festival."

— Lollapalooza Event Team

KEY REQUIREMENTS

As a globally recognised music festival operating at massive scale, Lollapalooza required signage that could deliver instant visual impact across a large, high-traffic site. The main entry needed to feel iconic and immersive, creating a sense of anticipation from the first point of arrival. In addition, illuminated signage had to be deployed across multiple locations throughout the festival grounds to reinforce branding, support guests in navigating the festival, and maintain a cohesive visual language.

Reliability, scale, and seamless execution were critical. The signage needed to perform consistently across long event days, integrate smoothly into the festival build, and meet immovable production timelines.

CREATIVE EXECUTION

We collaborated with the Lollapalooza team to deliver a large-scale illuminated signage solution designed for maximum impact across the site:

  • Iconic Entry Feature: Created a giant illuminated Lollapalooza sign that transformed the main entrance into a landmark moment, setting the tone for the entire festival.

  • Multi-Location Deployment: Produced and delivered six large mirrored LED neon signs positioned at key locations throughout the site to reinforce branding at scale.

  • High-Impact Visual Design: The mirrored finishes and bold illumination ensured the signage stood out both day and night, across photography, video, and live attendee experience.

  • End-to-End Delivery: We pitched, manufactured, and delivered the signage without disruption, aligning with tight production schedules and complex site logistics.

The result was a cohesive illuminated system that amplified the festival experience from arrival to final act.

BUSINESS IMPACT


Immediate Results:

  • Striking First Impression: The illuminated entry installation created a powerful arrival moment that immediately immersed attendees in the Lollapalooza experience.

  • Cohesive Site Branding: Multiple illuminated touchpoints reinforced the festival’s identity across the entire grounds.

  • High Visual Impact: The signage became a standout feature across attendee photography, video content, and media coverage.


Long-term Benefits:

  • Enduring Visual Assets: Event imagery featuring the illuminated signage continues to be used across promotional and archival content.

  • Recognisable Event Aesthetic: The signage contributed to a distinct visual language that strengthens brand recall for future events.

  • Future Event Continuity: The illuminated signage established a strong visual benchmark that can be referenced and built upon for future Lollapalooza events.

The Lollapalooza 2023 project highlights the importance of having a signage partner capable of delivering at scale.

From initial pitch through to final delivery, Kings of Neon supported the event with clear communication, dependable execution, and signage designed to perform across a high-pressure, live event environment. The result was a smooth delivery process that allowed organisers to focus on the festival experience itself.

CONCLUSION STATEMENT

This collaboration demonstrates how illuminated signage can shape the way audiences experience major live events. By delivering large-scale, visually striking LED neon installations across the Lollapalooza site, we helped create an arrival moment and visual identity that resonated throughout the festival — proving that when done right, signage doesn’t just mark an event, it becomes part of the spectacle.

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