The refurbished school bus was adorned in a custom vinyl wrap that took design cues from the GUTS World Tour poster and creative ad materials, allowing guests to have multiple photo moments throughout the experience. Guests entered the bus through starry curtains, symbolizing a crossover into Olivia’s new world, filled with Olivia’s signature purple alongside endless stars. Guests could pose for photos on the giant crescent moon bench, similar to the one she sits on during her concert performance, and all attendees had the opportunity to recreate Olivia’s tour poster themselves by posing with the GUTS toilet.

In the bus, sat a lips phone where guests could pick up the receiver and listen to Olivia’s voice prompt them to leave her a personal message. Olivia’s closet displayed actual outfits she wore during her SOUR world tour, as well as photos and snapshots from the iconic tour. Custom build 3D GUTS candles sat above the bus exit, next to a polaroid installation and a knives outline guests could pose between before leaving, as a nod to her “get him back” music video.

Presenting partner American Express, along with Sony Linkbuds S, and Dr. Martens had a dedicated presence onsite that offered multiple opportunities to further engage fans with both Olivia’s world and their brands. As an incentive for either showing proof of being an existing AMEX card holder or providing their email information onsite, fans received an exclusive pack of (3) Olivia Rodrigo x AMEX trading cards. When activating on show days, all eligible attendees were invited to apply for 2 free tickets to that evening’s concert.

At the dedicated merch booth, Amex card members were able to purchase an exclusive Olivia Rodrigo t-shirt with their card. Fans could also purchase and try out the LinkBuds S x Olivia Rodrigo earbuds inside the bus and at the merch booth. Lastly, fans who came rocking their favorite Doc Martens shoes could deck them out at our customization station using Olivia-inspired charms and laces.

At the merch customization station, we equipped guests with all tools and supplies to customize their recently purchased product. Custom “tour” stickers decorated the road case style tables guests worked on top of where fans customized over 2,300+ items!

Guests could also grab and fill out exclusive postcards with a custom message to a fellow Livie! Lastly, a dedicated kiosk allowed fans to capture the moment and take branded selfies with their friends and post on socials; nearly 6,000 photos were taken!