The Venetian Resort & Casino

Advertising & Print, Branding & Identity, Environments, Strategy

The Venetian Resort & Casino

The Venetian Resort & Casino

Originally slated as strategic positioning assignment to create an overarching resort positioning to be used in all property advertising and branding for the Venetian, and to create ad and media plans for several specific feeder markets, our project expanded in scope to create the overall branding and advertising for the upcoming Guggenheim and Hermitage museums, both to be located on the property. Working directly with Las Vegas Sands president Sheldon Adelson, our work encompassed everything from print collateral, advertising, out of home, environmental design and on-site branding. Bringing the architectural experience of the Guggenheim space, designed by Pritzker Prize winning architect Rem Koolhaas, was a driving idea throughout. When building the resort, what Mr. Adelson and team subconsciously did, was to bring The Soul of Venice to The Heart of Las Vegas.

Two internationally renowned architects and curators from two of the world’s most revered museums have joined forced to create two of the most important exhibition spaces in the world. The Hermitage/Guggenheim at the Venetian showcases 40 modern masterpieces from the great collections of the Hermitage State Museum of Russia and the World Renowned Guggenheim Museum. Koolhaas unleashes his talents into a vast 70,000 square foot space of steel, concrete and glass. Internationally renowned architect Frank Ghery has designed an exhibit unlike no other: The Art of the Motorcycle. Tracing the history, evolution and cultural revolution of the motorcycle through a vision of twisted titanium, glass grids and over 400 of the most important motorcycles on earth.