SUMMER OF LOFT IN NYC

The ADC Group partnered with LOFT to create a 10 city music festival tour - aptly named Summer of LOFT - to bring the brand to life around key festivals and concerts in the summer of 2025. The activation scope includes a custom designed and built festival farmstand - stocked with essentials like sunscreen, chapstick, mints, playing cards and more - a branded vintage Bronco (in select cities), LOFT bag charms, concert-ready tote bags and many other merch surprises.

We kicked off the Summer of LOFT in Palm Springs during Coachella and then brought the fun to New York City to celebrate Beyonce’s Cowboy Carter tour with an unforgettable pop-up at the Iconic Newsstand on Lafayette Street. Over the course of 4 hours we entertained over 500 LOFT fans of all ages with live music, farmstand goodies, delicious branded popsicles and so much more. With a line that wrapped around the block all day, it was a SoHo takeover we will never forget!