The partnership includes various formats and events within the Tomorrowland universe, including Tomorrowland in Belgium and Tomorrowland Winter in France. The collaboration kicks off at the upcoming summer festival in July 2026, where Lidl will cater to festival-goers at Tomorrowland in Boom, Belgium, with a Lidl pop-up store and its own Lidl bakery, and will delight them at specially established fresh food stations with fresh fruit.
Shared values and international reach
Tomorrowland is among the most renowned and wide-reaching music festivals worldwide, attracting hundreds of thousands of visitors from numerous countries each year. The festival stands for multinational encounters, cultural exchange, and communal experiences. This international and connecting orientation forms the basis of the strategic partnership with Lidl.
At the same time, the collaboration underscores Lidl's commitment to reach people with fresh food, practical solutions, and a diverse range of products exactly where life happens - in everyday life as well as around special events and shared moments.
From fresh fruit and vegetables to snacks and selected non-food products, the festival branch makes it clear just how extensive Lidl's range has become. The Lidl bakery complements the repertoire on site with fresh bake-off items. At the same time, the partnership represents the commitment to make quality and fresh food accessible and affordable to as many people as possible.
"Tomorrowland brings people from different countries and cultures together. It is precisely this feeling of belonging, passion, and positive energy that makes the partnership particularly exciting for us. As a reliable partner, we actively contribute to creating unforgettable moments that inspire people - whether at the festivals or through exclusive content via the Lidl Plus App," says Robin Ruschke, Marketing Manager at Lidl Stiftung & Co. KG.
"Tomorrowland thrives on connectedness, a positive outlook on life, and creating unforgettable moments together. We are very pleased about the partnership with Lidl, a brand that has developed far beyond the traditional retail, continuously surprising people with creative ideas and convincing through quality and freshness. Together, we want to make it even easier for festival-goers to enjoy every moment of their experience: from shared meals and discovering new products to taking good care of each other throughout the festival journey," says Bjorn Declerck, International Head of Partnerships Tomorrowland.
PreZero advances circular transformation
Where tens of thousands of people gather, temporary large cities emerge - the ideal environment for a European lighthouse project. This is exactly where PreZero and Tomorrowland join forces: by gradually optimizing waste management on site, the partnership aims to practically demonstrate how circular material flows can contribute to European resource sovereignty.
The goal of this partnership is to consistently preserve valuable raw materials, thereby reducing CO2 emissions and making circular economy tangible for an international community. With industrial scalability and digital transparency, PreZero acts as a driving force for this change, as a strong partner from the Schwarz Group ecosystem.
The collaboration is part of Lidl's long-term strategy to promote partnerships that connect people, strengthen communities, and make a positive contribution to the daily lives of customers. The collaboration with Tomorrowland is initially planned for five festival seasons.
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