Distinctive Assets Marks 26th Year with Star-Studded 2026 Grammy Gift Lounge

Distinctive Assets served as the Recording Academy’s exclusive talent gifting partner for an astounding 26th year, PR Newswire announced on Jan. 21, 2026, producing the Grammy Gift Lounge at Tom’s Watch Bar @ L.A. Live during Grammy Week and opening to presenters and performers during rehearsals. Lash Fary, founder of Distinctive Assets, said, “It is always a privilege to be even a small part of celebrating Music's Biggest Night®... the appeal is real, and our mission remains quite simple: to deliver fabulous gifts while embracing inclusivity and philanthropy.”

Photographs credited to Tommaso Boddi/Getty Images for The Recording Academy document attendees arriving at the Gift Lounge on Jan. 31, 2026; Eurweb’s photo captions show Terry Ellis and Holly Robinson Peete together, and Lalah Hathaway at the activation. Coverage lists a long roster of associated names including Jennifer Hudson, John Legend, Cher, Lady Gaga, Pharrell, Justin Bieber, Bruno Mars, Lauryn Hill and many more, while Hollywood Reporter’s broadcast roster included Lady Gaga, Bruno Mars, Sabrina Carpenter, Reba McEntire with Brandy Clark and Lukas Nelson, Post Malone and best new artist nominees such as Leon Thomas and The Marías. Marie Claire noted Trevor Noah hosted the 68th annual ceremony for a sixth consecutive year and that winners included Bad Bunny, Lady Gaga and Olivia Dean.

Standout luxury inclusions spanned art, jewelry and home goods. Krovblit Fine Art presented a “unique custom box-art experience” featuring a framed resin collage print, a branded tee, a collector’s sticker pack and a Golden Ticket redeemable for an original full-sized work of art, Eurweb reported. Hollywood Reporter highlighted “museum-quality exceptionally-brilliant jewelry from Grossé” and the “luxurious GROHE Euphoria 140 Shower Head powered by innovative water-saving Aqua Booster technology.” Marie Claire reported that gift offerings “reportedly amounted to $15k” and referenced a “$500 shower head,” a figure described there as reported rather than confirmed.

Wellness and beauty items were prominent on tables and in bags. PR Newswire and Hollywood Reporter listed a “daily gut health supplements package from MEBO x GLYMATE,” while Patch described Glymate as “formulated to support balanced blood sugar and overall well-being.” PR Newswire and Hollywood Reporter included a golden ticket for cutting-edge laser treatments from Dr. Jacquiline Hakim of Divina Dermatology and Patch cited Xerf Skin Therapy coupons for the Divina Dermatology Cosmetic Center. Urban Decay Cosmetics supplied a “deluxe beauty sampler,” with Patch specifying velvety eyeshadows, luxe lipsticks and new setting sprays; Greens First was noted as the “#1 doctor-recommended greens powder.”

The lounge mixed playful activations with premium staples: MGA Entertainment staged a pop-up toy store offering “fashion-forward dolls,” Hollywood Reporter wrote, while AMOS SWEETS’ Amos Tasty Sounds Audio Lollipop drew attention as “a fun and portable audio device blending high-quality sound with a playful design,” Patch reported. Frontera provided top-rated Chilean wines as the Grammys’ official wine partner, and Hollywood Reporter highlighted plant-based offerings from PETA x Just Meat.

Operationally, PR Newswire credited Distinctive Assets with having “catapulted the promotional craze of celebrity swag into a pop culture phenomenon” and reaffirmed the company “will once again produce the one-and-only Grammy® Gift Lounge as well as the show's legendary Presenter & Performer Gift Bags.” Patch additionally reported on-site hosting by 3d Public Relations & Marketing, a distinction that appears alongside Distinctive Assets’ producing role and the Tom’s Watch Bar venue; Hollywood Reporter and PR Newswire positioned those organizations as the principal producer and venue for the gifting activities. Jimmy Jam’s invitation to join Tony Robbins’ 100 Billion Meals Challenge was among philanthropic touches distributed at the lounge, underscoring the event’s mix of commerce, creativity and cause.