CHICAGO, IL – March 2025 — In the heart of winter, Freehold partnered with Liquid I.V. to deliver a bright and unexpected brand experience that turned frozen terrain into a full-on flavor escape. Set against the icy backdrop of Maggie Daley Park’s Ice Ribbon, the “Liquid I.V. Lemonade Stand” popped up for a limited-time activation that launched the brand’s new Sugar-Free Raspberry Lemonade Hydration Multiplier.
With bold color, upbeat energy, and a dose of summer nostalgia, the activation invited guests to sip, chill, and recharge at the park’s central loop. From custom Hydration Multiplier-infused snow cones to free-flowing samples and exclusive swag, the experience delivered joy and hydration in equal measure. DJ sets by MAAD kept the energy high, while photo ops, outdoor games, and brand-forward moments made sure guests stayed longer—and remembered it all.
“Liquid I.V. wanted to shake up the season and show up for their audience in a way that was unexpected and full of feel-good moments,” said Ashton Trujillo, Production Director of Freehold. “We embraced that spirit and delivered a playful, elevated brand experience that stood out in the cold.”
With a custom-built lemonade stand, branded winter gear, and high-touch engagement, the Chicago takeover proved that summer is a mindset—and Liquid I.V. can bottle it.
About Freehold
Freehold is a creative studio specializing in experiential design, fabrication, and branded environments. With offices in Los Angeles, San Francisco and Charlotte, Freehold partners with global brands to bring bold ideas to life—transforming space, storytelling, and strategy into experiences that move people.
Contact:
Geoff@freeholdgrp.comwww.freeholdgrp.com
