When people think of the Sundance Film Festival, they often picture star-studded premieres and epic afterparties against a snowy mountain backdrop—and they’re not wrong. But in recent years, a whole new realm of excitement has emerged: the ever-creative world of branded activations.

From luxury lounges to immersive pop-ups, some of today’s biggest brands have discovered that there’s no better place to captivate an audience than Park City in January. This year, a select few experiences rose above the rest, reminding us why Sundance 2025 was not just about the films—it was about the unforgettable moments in between.

Chase Sapphire Lounge

There’s multi-functional…and then there’s multi-functional. Chase Sapphire Reserve took over a staggering four buildings along Main Street, transforming them into a festival-forward sanctuary by day and a high-octane club by night. 

© Photo by Jack Dempsey for Chase

During daylight hours, Reserve Cardmembers along with industry elite could expect free gourmet treats, film-centric panels with Hollywood A-listers, and cozy corners to simply kick back—likely with a latte from the on-site coffee shop. Come nightfall, the space morphed into a pulsing nightclub, brimming with an open bar, DJ sets, and a dance floor that refused to quit until the wee hours.

Still craving more? The Sapphire Reserve Lounge also hosted the “Brim Bar,” a milliner’s dream that offered guests the chance to customize their very own cowboy hat—a playful nod to the festival’s rustic-chic setting. 

© Photo by Jack Dempsey for Chase

On top of all that, the brand brought in a pop-up from Denver-based Tavernetta, delivering refined bites that had everyone swooning. Sunday brunch found festival-goers sampling smoked salmon with dill yogurt or nibbling on caviar-topped potato cakes in a dining hall-turned-work station. Beyond the culinary temptations, this colossal setup boasted a faux fireplace and an LA Times Studio & Green Room where filmmakers, actors, and industry insiders dropped by for interviews. If you needed a place to recharge (or party), the Chase Sapphire Reserve Lounge had you covered.

Audible Lounge

Holding arguably the best vantage point in Park City—sitting pretty above Arhaus on Main Street—the Audible Lounge proved that breathtaking scenery pairs perfectly with thoughtful programming. 

From its crackling fire pit to a oversized snowglobe that doubled as an espresso bar, the outdoor terrace was a haven for festival-goers seeking a warm beverage (or a delicious s’more) while marveling at the chalet-dotted slopes. Festooned in Audible’s signature colors, this was a visual treat almost as much as a literal one—especially when you consider the free WiFi, which can be a major perk at Sundance.

© Gonzalo Marroquin/Shutterstock for Audible ; Photos by Chris Polk & Rich Polk/Variety for Audible

That said, the real magic happened inside, where Audible partnered with Variety Magazine for the “Variety x Audible Cocktails and Conversations” panel. Sunday evening’s spotlight fell on The Big Fix: A Jack Bergin Mystery, featuring Jon Hamm, Alia Shawkat, Ana de la Reguera, Producer/Director Aaron Lipstadt, and Executive Producer Kate Navin. 

In a fascinating discussion about the rise of audio storytelling, Hamm reminded everyone, “The potential is limitless… you need a microphone and an idea,” while Shawkat praised the trust and creative freedom she found in this new format. 

The energy was electric as guests leaned in to soak up insights on sound design, the creative process, and the thrill of exploring stories in a purely auditory realm. If high-level dialogue on the future of entertainment didn’t pique your interest, the latte art and gooey s’mores outside surely would.

Acura Lounge: The House of Energy

Celebrating a milestone 15th year as a Presenting Sponsor, Acura went all-out at this year’s Sundance Film Festival. Housed in a grand, winter-themed hangar, the Acura House of Energy operated as a hub for interviews, panels, mixers, and premiere parties for buzzed-about films like LOVE, BROOKLYN and REBUILDING. 

© Photo by Vivien Killilea/Getty Images for Acura

By day, the space hosted a rotating lineup of discussions with A-list actors, writers, and directors, while by night it transformed into a high-voltage club scene. Add in live performances from house DJs (and occasionally, surprise musical guests), and you’ve got one of the most vibrant activations in town.

In collaboration with ASCAP’s 27th Annual Sundance ASCAP Music Café, Acura spotlighted intimate sets from chart-topping artists and up-and-coming musicians. Toby Gad, the Grammy-winning songwriter behind Fergie’s “Big Girls Don’t Cry” and Beyoncé’s “If I Were A Boy,” led a standout performance with his rising star daughter Mae Maen and Broadway talent Antonique Smith. 

The synergy between automotive innovation and the creative arts was on full display—especially when you caught a glimpse of Acura’s newest all-electric vehicle, the ZDX Type S, parked inside and on display. A place where cinematic artistry and performance motoring collide? Consider us revved up.

The Elvis Suite

Hidden away at Firewood on Main Street, The Elvis Suite was the brainchild of esteemed film critic and KCRW host Elvis Mitchell—an invitation-only oasis designed for thoughtful, in-depth chats with some of the biggest names at Sundance. 

© Photos by Mark Von Holden/Shutterstock for Elvis Suite

Curated conversations ranged from Quentin Tarantino and Cynthia Erivo to Sarah Jessica Parker and Questlove, each exploring the nuanced worlds of film, stage, and music. Intended as a “respite from the festival madness,” The Elvis Suite felt like stepping back in time to a swanky 1970s-era lounge. Plush furniture, catered lunches, and an open bar added to the exclusivity.

Beyond the interviews, the suite served as a lounge for producers, directors, and industry VIPs to mingle in a relaxed setting—something of a rarity amidst the hustle of branded activations. With Mitchell’s thoughtful questions and the nostalgic décor, guests walked away feeling enlightened, entertained, and maybe just a bit starstruck.

Canon Creative Suite

For tech lovers and aspiring filmmakers, the Canon Creative Suite was an unmissable stop on the Sundance circuit. Cosponsored by IMDb, this sleek space showcased cutting-edge Canon equipment, from pro-level cameras to advanced lenses that captured every subtle shade of Park City’s winter palette. 

© Canon Creative Suite

Panels featured filmmakers who had utilized Canon’s gear for their latest projects, diving into the nitty-gritty of cinematography, lighting, and everything in between. Large-scale imagery taken with Canon cameras adorned the LED screen strategically placed throughout the space, offering an up-close peek at the brand’s hallmark image quality.

Adding to the fun, Canon set up stations where visitors could test new gear firsthand—no small perk for anyone hoping to level up their production game. A bustling schedule of workshops and discussions made the Creative Suite feel as much an educational hub as a product showcase, proving once again that the best tech can transform storytelling in powerful ways.

Sommsation

Wine aficionados and casual sippers alike found their happy place at the Sommsation lounge, a refined haven that delivered top-notch small farm wines without any pretension. The brand’s mission is to challenge wine lovers to “think and drink independently,” and they did just that with private tastings guided by knowledgeable sommeliers. 

© Photagonist.ca

Between sips, guests could chat with industry experts, learning about nuanced flavor profiles and the evolving landscape of winemaking. Paired bites complemented each pour, showcasing how food and drink can elevate each other in the most delicious way possible.

A live DJ lent the lounge a contemporary vibe, ensuring this wasn’t your ordinary swirl-and-sniff affair. Think an exclusive VIP event where you leave not only with a heightened appreciation for great wine, but also a deeper understanding of how it can be a communal experience. It was the perfect spot to decompress after a long day of panels, screenings, and the general bustle of Sundance, before heading out for evening affairs.

Wrapping Up the Branded Activations in Winter Wonder

Amidst all the cinematic glamour and late-night parties, these branded activations demonstrated that the Sundance Film Festival is evolving into more than just a film-lover’s paradise. Each lounge, suite, and pop-up delivered a unique flavor—be it indulgent bites, cutting-edge tech, or intimate conversations with industry heavyweights. From the Chase Sapphire Lounge’s day-to-night metamorphosis to Audible’s lofty terrace and star-studded panels, these creative experiences helped shape the narrative of a festival that’s increasingly about innovation as much as it is about cinema.

And while the movie premieres and red carpets certainly kept Park City buzzing, it’s these immersive brand moments—where champagne toasts, custom cowboy hats, and next-generation cameras share the limelight—that make Sundance an all-encompassing cultural affair. Here’s to another year of snow, swag, and spotlight-stealing activations. After all, when the slopes close and the theater lights dim, the real stories might just be the ones unfolding in these one-of-a-kind branded lounges.