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Sustainability in the Louder Lounge

Sustainability in the Louder Lounge

Find out what’s happening to make this year’s Louder Lounge more sustainable


The Louder Lounge is our exclusive VIP area at the V Festival in Chelmsford, which has the UK’s top celebrities and media vying for a ticket! With a focus on working with small-scale, local producers, sustainability is an important part of the Louder Lounge experience.

For the third year running, the Louder Lounge has enlisted the expertise of Essex based caterers Moving Feasts. This family-run company sources all of its fresh meat, fish, salad and fruit from local businesses, supporting the community in the process – from line-caught mackerel fillets from the shores of Mersea to tomatoes from Guy and Wright’s awarding-winning sustainable farm in Much Hadham Ware.

As part of our community investment programme, we’ve given Virgin Media Pioneers the opportunity to showcase their businesses in the Louder Lounge. Having pitched to a panel of Dragon’s Den style Virgin Media business types, Charmaine Capener is serving her delicious home-made Cup-o-Cakes, WAH nails is offering fashion-forward nail art and Misha Terrett will be wowing everyone with her body art, using M.A.C Pro products.

We are also supporting the launch of a new sustainable fashion initiative, called Cupboard Love. Cupboard Love is asking Louder Lounge guests to bring us something from their wardrobe that they love but no longer wear and swap it for treasures from their giant dressing-up-box. Bursting with pre-loved clothing, vintage garments, accessories and shoes, there will even be exclusive items donated by celebrities invited to the Louder Lounge. Guests can try on some cool vintage looks, get expert advice from our sweet talking stylists and make the Cupboard Love pact to their clothes. It’s a ménage a trois of good fashion habits – wear me, share me, set me free – that we can all follow to help make fashion more sustainable.

And at the end of the festival, when the fun is over and we’re packing everything down, we try to keep as much branding and signage as possible, for reuse the following year. Not only is this cost efficient, but it reduces the environmental impact of producing new assets. We also try to hire to hire the sets or customise last year’s set-up rather than building them from scratch.

We’ll be filming behind the scenes at the Louder Lounge and catching up with the people who are helping to make the event more sustainable – so watch this space for a short film in the next couple of weeks…