As rehearsals went underway at Staples Center for this year’s 2020 GRAMMY Awards, the participating talent had the opportunity to tour the GRAMMY Gift Lounge. A coveted spot hidden away underneath the Staples Centre, brands and bands join forces to exchange high-luxury products for endorsements in return. 

Spotted on Friday were highly anticipated guests, including the likes of Lil Nas X and Kesha. The lounge had a live DJ and was decorated with lampshades designed by gifting participant Pillow Pops. Gifts ranged from the expected jewelry and clothing lines, all the way to pillows, sunglasses, skateboards and custom-made cakes, with one brand even introducing smart-fit bras with custom molding technology.

At the entrance stood Grosse, a Japanese jewelry brand that actually started in Germany. Focusing on the concept of jewelry for all genders, it’s bling is apt for everyone, including the likes of Bruno Mars, who has worn the brand on stage.

While Grosse was founded back in 1907, there were also new businesses like Transparent Sunglasses that were founded a mere four months ago, yet their quality shone through as they already found themselves at the Lounge. Founder Margot Hogan wants to use Transparent to change what the significance of sunglasses can be. She speaks of her own experience with sunglasses as being "something both magically simple and fun about being able to make a bold statement with just one accessory. And so I decided to combine my love for sunglasses with a passion for confidence: designing sunglasses that inspire you to celebrate who-you-are." The name "Transparent" therefore is a signifier of both sides of the business—the sunglasses, but also, being yourself. 

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The range of luxury brands continued with Soma, a woman's brand that introduced the "INNOFITBRA" where the cups of the bra are infused with technology to help women find the perfect fit. With this, Soma was also gifting intricately designed silk robes.  

Within the range of clothing and garments, there was also a prominent theme of animal-friendly creation, like "vegan gloves" as Donna Leah, a brand for "clothing for the modern woman" showcased. 

Peta NOIZE makes animal-friendly jackets, with animal mannequins to signify the animal whom they saved with that coat. That is, instead of feathers or fur or wool, each NOIZE coat is filled with 100% recycled plastic bottles. Peta NOIZE aims to inspire their consumers to join their cause to protect animals and the planet, starting with their product and accompanying beanies.

Photo by Leon Bennett/Getty Images

Alongside products, awareness of personal health was also emphasized in the selection of showcasing brands at the Lounge. Artistology stood out with a huge display who was gifting opportunities to help artists with their well being. They feature online wellness courses tailored to the artists' needs, as well as anonymous counseling support. Artistology was created out of the belief from founder Tammy McCrary that "artists are the cultural architects of society. I believe that when artists thrive—mentally, emotionally, spiritually, physically and financially—they can have a significant and positive impact on society." Thus Artistology puts these artists' wellbeing first, a revolutionary company, in a music industry that only recently started to acknowledge the psychological toll that artists may face on their creative journeys. 

Along with mental well-being, products to aid physical well-being were also popular. This includes Oxygenetix makeup foundation, which is a brand that has been a long-term partner of the GRAMMY Gift Lounge, is a make-up facial foundation that ensures the skin still receives oxygen and so does not get damaged by regular daily use. There were also diet products that emphasized being able to diet without compromising nutritional value.

Sweety Kake added to the health trend, and also brought the energy of a family business, with a third-generation recipe for custom-made cakes. Their business mission to be able to infuse extract of any flavor requested, but more importantly that their cakes are never frozen, not even when delivered, again honing in on the health benefits that should be considered even in desserts. 

"Un-Expect Everything" is the 2020 GRAMMY slogan, and the GRAMMY Gift Lounge definitely encompasses the aims of the Recording Academy. The connections being formed at every corner of the Lounge was an inspirational opportunity for discovery for all sides as the talent prepare for the weekend.

Watch the 2020 GRAMMY Awards this Sunday, Jan. 26 at 5 p.m. PT / 8 p.m. ET on CBS.