Recently at Outside Lands, Zig-Zag created one of the weekend’s most talked-about spaces, turning Grass Lands into a gathering point where music, cannabis, and community came together. It was less about spectacle, and more about vibe, energy, and connection. The kind of space where people wanted to linger.
More Than a Lounge
The activation went deeper than a simple festival booth. Zig-Zag used the space to lean into the culture they’ve been part of for decades. It was about ritual and creativity as much as it was about rolling papers, an invitation to slow down and be part of something communal.
The setup felt warm and intentional. Under hanging greenery, festival-goers stretched out on soft seating while Zig-Zag handed out hemp cones, vintage-inspired booklets, and custom festival packs. Some stopped by for the free kits. Most stayed for the atmosphere. It was one of the rare festival spots where you could actually take a breath.
Where Music and Ritual Meet
Zig-Zag’s roots in music run deep, and this activation kept that spirit alive. Over the weekend, RCA talent like bLAck pARty stopped by for intimate drop-ins, creating spontaneous moments that blurred the line between artist and audience. No big stage, no production walls, just artists hanging out in the middle of a lounge.
One of the highlights was the Confessional Booth, a small installation where people shared their “first roll” stories. It was funny, nostalgic, and personal, and by the end of the weekend, the wall of recorded stories felt like a love letter to cannabis culture itself.
Queer, Creative, and Connected
The Zig-Zag lounge felt intentional. It became a safe corner of the festival where queer folks, friends, and strangers could sit, breathe, and feel part of something.
“Queer culture and smoking culture celebrate individuality and connection,” the Zig-Zag team share. “We wanted to create a space where every identity felt welcome and every story belonged.”
That showed in the energy of the lounge. Throughout the weekend, it pulled in a mix of artists, friends, and passersby who stayed longer than they expected. The vibe wasn’t forced. People hung around because it felt good to be there.
Beyond the Festival
Zig-Zag extended the experience beyond Golden Gate Park, turning the activation into a citywide moment. In the days leading up to the festival, the brand staged surprise drops across San Francisco, including a limited-edition collab tee celebrating Tyler, the Creator’s Zig-Zag shoutout on his latest album.
The biggest splash happened at Dolores Park, where Zig-Zag popped up unannounced with a giveaway that drew a crowd almost instantly. Within hours, the T,tC tees were gone, social feeds lit up, and the brand’s presence was woven into the rhythm of the city itself.
Setting a New Standard
What made Zig-Zag’s activation stand out wasn’t just the visuals or the giveaways. It felt authentic. “For us, authenticity isn’t strategy; it’s who we are,” the team explained. “We partner with festivals, artists, and communities who share our values. We listen first, collaborate deeply, and create something that feels real.”
By approaching the activation like a collaboration instead of a sponsorship, Zig-Zag built a space people actually wanted to be in. It didn’t feel like advertising. It felt like culture.
The Lasting Impact
By the end of the weekend, the Zig-Zag lounge had become one of Grass Lands’ defining moments. Visitors left with rolling kits, confessional memories, and limited-edition merch, but they also left with something less tangible: the feeling of being part of a community, if only for a few minutes.
Moreover, it went beyond free merch. Zig-Zag created a moment where cannabis culture, music, and queer identity overlapped in a way that felt effortless. For many who stopped by, it became the heartbeat of the weekend.
Zig-Zag for Life
Zig-Zag recently launched #ZigZagForLife. Anyone who already has or decides to get a permanent Zig-Zag tattoo (whether it’s the logo, Boris, or a branded product) can qualify to receive a lifetime supply of Zig-Zag Cones. Participation is open to those 21+ only, and a verified photo submission is required.
All photos in this article by @directordoni10 for Zig Zag
