this is Budweiser Made in America Festival

Who: Budweiser & Roc Nation
What: Budweiser Made in America Festival, Multiple-Years.
Where: Benjamin Franklin Parkway. Philadelphia, PA. AND Grand Park. Downtown Los Angeles.
What We Did:
Started by Jay-Z, The Budweiser Made in America Festival is an annual musical extravaganza held in Philadelphia and Los Angeles. The festival is a nonstop party, with a mashup of music genres blasting out over several stages. Lucky for us, we were in charge of designing Budweiser’s VIP parties, beer gardens, backstage parties and the VIP experience. And…drumroll please… we were also asked to design Jay Z’s VIP party… AKA, the party to end all parties. As you can imagine, this was no small feat. We built a 30’ high structure for ultimate viewing pleasure and decked it out with sexy plush, white furniture, flowers, bars, catering, bartenders and servers. We even up-lit all the trees to create an intimate space amidst the chaos of the festival.
Why It Rocked:

It was one giant festival of awesome, but the Budweiser Beer Gardens??? was were where we really unleashed. We decked the halls with all-American decorations including: American flag bunting, custom flower beds shaped with the event hashtag #BMIA and filled with red, white and blue flowers, festooned twinkle lights, succulents with little American flags, vinyl records with custom branded ‘Budweiser Made in America’ labels suspended from space, oversized red and white helium balloons, customized bars, backdrops and beer bins and waiters in subtly branded outfits. It was a flashy, splashy, millennial and pop-culture inspired homage to the US of A!

Behind The Scenes


The ‘this is LESTER’ team are artists first. Creativity is our lifeblood. We’re fueled by a cocktail of inspiration, imagination and audacity. We take time to understand your brand or client, the message and mission and find experiential ways to give that meaning and impact in the real world.

this is Dreaming

First and foremost, we’re a team of creatives that think in terms of what could be, not what has come before.

this is Doing

We’ve been in the business 15 years. We know what it takes to make an experience go off without a hitch. We sweat the small stuff and are pedantic when it comes to production.

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We show up to our work with all that we’ve got. We’re raw, real and brimming with passion for what we do and a commitment to honoring our creativity… and having fun a little fun as we go.

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