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CalJam17

In 1974, CalJam was one of the most well-executed and financially successful rock music festivals of all time, attracting 400K fans to the Ontario Motor Speedway. In 2017, the Foo Fighters and Live Nation resurrected the festival under the direction of JJLA client BWG at San Manuel Amphitheater. The event featured three stages, over twenty bands, camping, carnival rides, assorted concessions, a museum and multiple wacky and engaging installations. BWG asked the JJLA team to oversee the complete design and décor of the event, which included the artist compound, guest camping areas and the festival site. In a nod to the original event, JJLA recreated the iconic rainbow arch that served as the mainstage backdrop, though this time doubled into two massive 82’ wide arches that greeted guests at entrances. JJLA also created photo opps inside the festival including a UFO crash site, a popular art maze complete with fun house mirrors, a flamingo room and a piñata installation, and an assortment of custom-created inflatables peppered throughout the site. The artist compound evoked a “white trash campground,” though the silly theme was executed with precision. Jelly and webbed lawn chairs surrounded seating vignettes with a mix of curated materials, from old TV stands to beer tins. Front yards were defined by custom bamboo fencing with a mix of area rugs and welcome mats greeting performers. The event played to sold out crowds and much of the press coverage and social feeds featured images of JJLA’s work. 

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