JJLA partnered with Full Stop Management to design and deliver a set of immersive touring photo activations for Benson Boone’s sold-out 2025 American Heart World Tour. With nightly crowds of 15,000-17,000 fans, JJLA created four distinct photo opportunities: three custom face-cutout standees and one unique sitting area installation. Each was built to reflect the playful, retro-inspired aesthetic that Benson used to imbue his album cycle with a distinctly nostalgic feel. The activations, complete with vintage CRT televisions looping custom video content, bespoke neon signage, and a custom touring cart system, became a nightly draw, with fans lining up from pre-show through encore to capture their memories.
The main challenge was developing installations that were both eye-catching and tour-ready, capable of being loaded in and out across dozens of cities worldwide. JJLA solved this through innovative fabrication methods and a custom-designed storage/transport cart, while also hand-delivering and training the touring crew to ensure safe handling. The result: hundreds of organic fan posts per night, endless user-generated content amplifying Benson’s brand, and a touring photo experience that elevated the fan journey across the entire world tour. That’s sweeter than moonbeam ice cream!