The present work aims at understanding the behavior of individual bubbles in non-Newtonian fluids. By means of a Particle Image Velocimetry (PIV) device, the complete flow field around either a single non-spherical bubble rising in polyacrylamide (PAAm) solutions or a solid sphere settling down in the same fluids shows for the first time the similar coexistence of three distinct zones: a central downward flow behind the bubble or the sphere (negative wake), a conical upward flow surrounding the negative wake zone, and an upward flow zone in front of the bubble or the sphere. This excludes then the possible influence of the interface deformation on the negative, wake. A theoretical lattice Boltzmann scheme coupled to a sixth-order Maxwell model was developed for computing the complex flow field around a solid sphere. The good agreement with the experimental measurements provides evidence that the physical mechanism responsible for the negative wake in such fluids could be related to the fluid's viscoelastic properties. (c) 2006 Elsevier Ltd. All rights reserved.