Jonny Liss
Co-founder | JAMNOLA
The spark that became New Orleans’ first experiential museum, JAMNOLA, ignited in a surprising place: the Museum of Ice Cream in San Francisco in 2017.
As Jonny Liss — a 30-year veteran of the marketing sales and events industries who recently served as the king of the 2025 Krampus parade — took in the sights of unicorns, giant gummy bears and a sprinkle pool, a light bulb went off. He wondered what it would be like to create an immersive experience that delivered that same feeling of delight, but grounded in the art, music and cultural soul of New Orleans. The idea expanded further after he watched “Meow Wolf: Origin Story,” a documentary about artists staging large-scale exhibits.
That vision became reality when Liss and his partner of 23 years, Chad Smith, opened JAMNOLA — in 2020, in the middle of a pandemic — at 2832 Royal Street.
“I’m the one with the big, sometimes wild visions for creating joy, community and experiences, while Chad brings the artistic lens and creative approach that shapes those visions into something tangible,” explained Liss.
JAMNOLA is an acronym for Joy, Art, Music, New Orleans, and those four pillars define everything about the experience. But what sets it apart from other immersive art installations is its deep roots in local culture. The project has collaborated with 101 local artists (and one Icelandic puppeteer), all contributing to the theme of “roots and wings” — honoring New Orleans’ history while imagining its future.
“[JAMNOLA] exists to uplift artists, musicians and culture bearers — especially those who are often overlooked,” Liss says. “It is a cultural experience, and you learn something while you are here. That makes all the difference.”
In December 2024, JAMNOLA closed temporarily for a move to a new home. It reopened in June 2025 in a strategic location, at the intersection of Frenchmen Street and the St. Claude Arts Corridor.
“Our goal is to help build a cultural bridge between [these two communities],” Liss said.
The $5.4 million move doubled the attraction’s space, allowing it to grow from 17 to 29 installations showcasing the work of more than 100 contributing artists.
JAMNOLA includes meaningful installations like NKOMBO: Spaceship NOLA, which celebrates the Black masking Indian tradition with a story by Gina Montana, the historic first queen of Big Chief Tootie Montana of the Yellow Pocahontas. JAMNOLA also partnered with the Black Mardi Gras Indian Cooperative to give the group a permanent presence in the gift shop.
For Liss, a New Orleans transplant who fell for the city during Jazz Fest in 1992, JAMNOLA represents a 33-year love affair with the city.
“Every part of JAMNOLA is built from that love and our commitment to uplift, support and celebrate the cultural community of New Orleans.”
“[JAMNOLA] exists to uplift artists, musicians and culture bearers — especially those who are often overlooked. It is a cultural experience, and you learn something while you are here. That makes all the difference.”
