A senior media relations spokesperson for the brand confirmed that Virgin Media 'is not offering a Louder Lounge or similar hospitality experience at V Festival this year'.
The V Festival, held across two sites in Chelmsford and Stafford on the 20-21 August, is celebrating its 21st anniversary this year.
The Louder Lounge hospitality area, available at the Chelmsford site only, has been a staple part of the festival for the last 11 years.
In 2015, the Lounder Lounge featured the brand's . VIP ticket-holders were invited to step inside a white room, take a seat and pose for a selfie while a burst of air was blown in their face, resulting in unique photographs that they could print out and take home as a memento. Invisible selfies were on offer at LG’s Club G4 Experience, and people could have a glitter makeover inside the circus-themed tent courtesy of Glitterlips.
Brands activating at this year's festival include hair care products provider Aussie, which will be staging immersive theatre experiences to entertain the crowd, as well as offering three-minute miracle hair treatments and Weetabix, which to the tent doors of festival-goers.
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