Our partnership with Bon Jovi spans over 15 years and is an example of leveraging rich relationships to make entertainment history. This 29-arena show tour, in support of his latest album, featured a video projection intro customized by location. It grabbed the crowd instantly as they recognized their city’s iconic locations speeding past them. The primary creative direction for this tour design centered on The House — a symbol for everything Bon Jovi has built over the years and its deep roots. Its construction and transformation tell the story of his career. Second was ‘Light’ — volumetric beams of light form ethereal architectures. Light can define spaces like physical materials do, but they also refer to the limitless and transcending nature of the Bon Jovi story. Third was ‘Industry’ — metal structures of beams and truss allude to the labor of building a monumental legacy. The strong architecture of these structures evoke endurance and purpose.