DUBLIN – Rachel Maguire, founder and creative lead of the Irish design label Rashhiiid, appeared at an exclusive pre-show event at the Three+ Lounge ahead of Doja Cat’s sold-out performance at the 3Arena.
The activation underscores the strategic intersection of local fashion design, corporate sponsorship, and live event hospitality, leveraging the high audience demand for Doja Cat’s tour to provide targeted brand visibility for Rashhiiid and the telecommunications partner, Three+. It also reflects how Irish promoters and sponsors now routinely work within the licensing and safety framework set by Dublin City Council and national guidance for major events, as set out in documents such as Ireland’s Code of Practice for Safety at Outdoor Concerts, to formalise premium fan experiences alongside the main show.
Brand Integration and Design
Maguire presented a custom design inspired by Doja Cat for the duration of the event, aligning Rashhiiid’s signature bold tailoring with the rapper-singer’s highly visual, tour-driven aesthetic. The partnership extended beyond the designer’s appearance, as Rashhiiid provided exclusive designer prizes for competition winners, including individuals identified as DJ and Ola, integrating the label into the broader fan journey rather than limiting it to photo opportunities.
For Three+, which operates the lounge as a loyalty and customer-retention platform, the collaboration forms part of a wider sponsorship strategy in which telecoms brands increasingly use live music and fashion tie-ins to differentiate service packages in a tightly regulated communications market overseen by Ireland’s Commission for Communications Regulation (ComReg). By placing an emerging Irish label at the centre of its activation, the sponsor anchored an international arena tour in the domestic creative economy and offered an additional layer of value to subscribers.
Event Programming and Fan Access
The Three+ Lounge experience featured a curated program involving music and fan engagement designed to extend the concert atmosphere into the hospitality area well before showtime. Maria Lawlor, performing under the name Maria Lolza, provided the musical accompaniment for the guests, with a set pitched to Doja Cat’s fanbase and the social-media-friendly environment of the lounge.
Access to the lounge was expanded via surprise upgrades. Comedian Eoghan Collins was tasked with selecting fans from those arriving at the 3Arena to receive invitations into the exclusive space, adding an element of unpredictability to what is otherwise a structured, ticketed environment. The approach is consistent with how sponsors increasingly use “soft benefits” – last-minute upgrades, meet-and-greet opportunities and content-ready backdrops – to turn standard ticket-holders into brand advocates while remaining within the venue’s established capacity and safety constraints.
Attendance and Guests
The event was attended by a variety of guests, including:
- Nana Lawani
- Juliette Boland
- Chloe Walsh
- Liam Maughan
- Amber Arkins
- Emma Crawford
- Chris Kelleher
- Emily Fiekert
- Adrienn Szalma
- Gabor Szalma
- Nadia Jean
- Julia Lewinska
Guests moved between photo stations, the main lounge area and the viewing points over the arena concourse, with Maguire’s custom design acting as a recurring visual motif in fan selfies and sponsor photography.
Doja Cat’s Dublin performance at the 3Arena is sold out.
