Taylor Swift: The Eras Tour x iHeartRadio Installation at SoFi Stadium
Less than a week before Taylor Swift's The Eras Tour took the stage at SoFi Stadium, I was tasked with designing an installation that would be active for all six Los Angeles tour dates in August 2023. Positioned just outside SoFi Stadium, the installation was made accessible to over 420,000 attendees across all six LA tour dates.
Directly working with iHeartMedia's VP of Events & Production, I initiated discussions to secure official tour graphics from the tour promoter, Messina Touring Group (MTG). The integration of official assets with iHeartRadio's branding facilitated a swift approval.
iHeartRadio heart icon backdrop wrapped in-house at GC Event Productions' Azusa warehouse.
Captured on Day 6 of Taylor Swift: The Eras Tour at SoFi Stadium. The final Los Angeles tour date. Photo courtesy of Christine Vo.
Swiftie scanning QR code outside SoFi Stadium for a chance to win tickets to The Eras Tour's final Los Angeles date sponsored by 104.3 MYFM, KIIS-FM, and Ryan Seacrest.
Myself posing in front of the final approved installation on the first day of The Eras Tour in Los Angeles just before entering the stadium.
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Design and execute an engaging installation that invites attendees of Taylor Swift: The Eras Tour at SoFi Stadium to interact with the setup for a photo opportunity. The installation should feature QR codes, offering concertgoers a chance to win tickets to the final Los Angeles tour date.
The concept for the installation must be finalized and produced within a week to be ready for the first Los Angeles tour date at SoFi Stadium.
Deliverables:QTY: 1 - Wrapped iHeart Radio Heart Icon Backdrop
QTY: 2 - Tension Frames with Contest QR Codes
QTY: 1 - DJ Bar
QTY: 1 - Carpet
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As a designer and Taylor Swift fan, or rather, a Swiftie, I wanted to honor a tour of this magnitude and influence with utmost respect, especially to its associated iconography. I decided that the best way to approach this was to secure official tour graphics.
I was given the assets used in 104.3 MYFM’s contest (see placed Instagram post on right/below for mobile) for The Eras Tour tickets. I initially created an installation based on this unofficial tour artwork.
In the proposal, I point out that the forwarded artwork was unofficial. Throughout further correspondence and collaboration with iHeart Media’s VP of Events & Production, he understood that this could pose a delay in approval and connected me with people from Messina Touring Group (MTG), a concert promotion company that handles Taylor Swift’s The Eras Tour. -
Given the time constraint and lengthy e-mail exchanges, I successfully secured official tour assets. In collaborating with iHeart Media’s VP of Events & Production, we were able to forward a proposal that was approved by Taylor Swift’s tour promoter without any revisions. As a Swiftie, I would like to think that even Taylor herself would approve.
Final Approved Deliverables
Below are images of the final approved activation. They are broken down into individual deliverables with descriptions. Please click/tap to enlarge.
Full activation sans DJ Bar.
Taylor Swift: The Eras Tour x iHeartRadio Heart Icon Backdrop.
Branded QR Code Tension Frames.
DJ Bar.
From Concept to Concert Grounds
Below are social media posts, including my own, that showcase the interactions with the activated installation.