In 2002, the electronic music duo, Groove Armada, held a resident club night at 93 Feet East. It was called Lovebox. Although the name does sound like you might need a sentimental barf bag, the playlist was full of edgy dance tracks.
The following year, the decided to hold Lovebox outside on Clapham Common, allowing up to a ten thousand person capacity. It sold out in two days.
Due to its popularity, in 2004, Groove Armada, decided to make Lovebox a two-day even for twenty thousand people. It sold out in three days. They needed to expand again. So in 2005, the Lovebox Festival moved to Victoria Park in Tower Hamlets, and that where it has remained to this day.
But just because the capacity is now fifty thousand, doesn't mean you can dally. Tickets are £70, and sell fast. This year's festival will be on the 18th & 19th July, and unlike many music festivals, is child friendly, with kids under 12 going free.
Although Lovebox started out as mainly dance music, it now has a much wider repertoire that includes indie, world, rock, and pop. There will be a whole range of entertainment across eight stages. These include live artists, DJs, and experiences such as performances from London dance groups, magic acts, the Flash Daddy Photo Booth, and various beauty salons doing glitter, make-up, face paints, and tattoos. VIPs will be able to enjoy the Pavilion Gardens, Secret Emporium, and Vintage Photo booth.
There will also be an 'After Dark' event that has yet to be revealed.