Overview
Organised by MDLBEAST, Soundstorm is one of the world’s most ambitious music festivals. Staged annually in the soaring temperatures and desert terrain of Banban in Saudi Arabia, the event is the headline stage for international superstars who draw more than 450,000 attendees across 3 days for world class performances and unforgettable live experiences.
With an established partnership since 2021, Lowe Rental was engaged to support premium hospitality for artists, VIP guests and crew across multiple zones. This demanded scalable temporary kitchen and refrigeration infrastructure capable of performing in extreme conditions, and on fast deployment to meet the access restrictions and time pressures of a high-security site.
Stats
400+ Items of Refrigeration & Catering Equipment
3 Day Rental
450,000 Attendees
The Challenge
Running a premium hospitality operation for artists, VIP guests, and crew in the middle of the desert comes with its own set of pressures. MDLBEAST needed temporary kitchens and refrigeration that could function in 40°C heat, cope with constant dust exposure, and operate around the clock for the duration of the festival without interruption.
The high-security nature of the site meant access was tightly controlled, with limited time to install equipment across multiple and widely spread zones. Last-minute changes to F&B layouts and kitchen designs, combined with ever-increasing capacity requirements added further complexity, making speed, flexibility, and precision essential.
The Rental Solution
Lowe Rental delivered a complete event rental service, managing everything from planning and design to installation, on-site support, and decommissioning. Each zone of the festival, from VIB Boxes and lounges to backstage kitchens and crew service areas, was equipped with equipment rental solutions tailored to its specific needs.
From complete kitchen catering setups designed to maximise output and service speed within tented structures, to modular walk-in cold rooms and undercounter refrigeration positioned to align with workflow and zone requirements.
The rental infrastructure was designed to be scalable, allowing rapid adjustments in response to evolving layouts and additional capacity requests. A dedicated onsite team provided 24/7 technical support that ensured every unit maintained peak performance, giving catering teams the confidence to deliver premium service throughout the event.
The Results
Thanks to careful planning and consistent onsite support, Lowe Rental helped MDLBEAST to:
- Serve an unparalleled range of food and beverages for spectators, VIPs, staff, and players.
- Maintain food safety and quality standards in extreme conditions.
- Operate at full capacity throughout the event without any refrigeration failures or downtime.
- Enhance service delivery through reliable rental infrastructure.
Testimonial
“Lowe Rental was a really solid partner for us during MDLBEAST Soundstorm 2024. With such a big event, and so many moving parts, we needed suppliers we could count on and Lowe Rental absolutely delivered.
They handled everything from setup to support without fuss, and their kitchens and refrigeration units were exactly what our catering teams needed to stay on top of service, even with thousands of guests coming through each day.
What stood out the most was how available and responsive they were. Their on-site team was always around when needed, which gave us real peace of mind. Everything worked as expected, and that’s all we could have asked for.
They were easy to work with, reliable, and understood what the event demanded. Would definitely work with them again.
Simon Whitley, Senior Operations & Culinary Director at MDLBEAST
