Monarch Experience at The Cosmopolitan

Merit 2014

Monarch is the latest experiential design concept unveiled by The Cosmopolitan of Las Vegas, extending the library of digital narratives for which it has already won numerous design awards, including the 2011 Cannes Grand Prix. The display platform for the installation is a unique and innovative combination of architecture and multimedia: eight massive floor-to-ceiling video columns in the Cosmopolitan lobby. The original content platform was designed by Rockwell Group's LAB.

Monarch welcomes guests to the Cosmopolitan of Las Vegas with a kaleidoscope of luminous color, embodying the sophisticated energy and confident attitude of the hotel’s guests.

Digital Kitchen capitalized on the mirrored floor and ceiling, creating an infinity effect that leaves guests wondering where the floor begins and the ceiling ends. Monarch reimagines perceptions of beauty and the female form through a unique choreography of reflection and motion—transforming lustrous footage of gorgeous models into a living sculpture, both sultry and mirthful, challenging guests' perceptions of what is real or fantasy.

To further integrate the Monarch narrative in brand touch points, the Monarch concept walks off the columns and into compelling executions on The Cosmopolitan’s website homepage and digital banner advertising.

Monarch’s visual simplicity belies an underlying technical complexity. In order to visualize the final, intended effect while shooting, the Digital Kitchen team invented a simple device for monitoring and mirroring the live-image capture being fed from a large- format camera turned on its side. More than 24 hours of raw footage was condensed to the final six-minute edit. Digital Kitchen produced and directed the shoot for the Cosmopolitan of Las Vegas's Monarch in Los Angeles; stylist Emma Trask was responsible for the incredibly diverse wardrobe that allowed for such a multitude of images using only four models. The pulsing, hypnotic soundtrack was provided by Portland-based electronic band the Chromatics. 

Find content in your area of interest in the SEGD Xplore Experiential Graphic Designindex.

 

 

Jury Comments: 

“A most amazing, dramatic, and erotic sensation to be surrounded at all angles by these columns in motion. I forgot to gamble.”

 

Design Firm: 

Digital Kitchen

Client: 

The Cosmopolitan of Las Vegas

Location City: 

Las Vegas

Project Area: 

8 structural columns

Open Date: 

March 2013

Photo Credits: 

Digital Kitchen

Design Team: 

The Cosmopolitan of Las Vegas: Lisa Marchese (chief marketing officer), Krista Chmielewski (art and digital curator)

Digital Kitchen: Mark Bashore (head of creative); Anthony Vitagliano (executive creative director); Jeff Brecker (managing director); Noah Conopask (director, live action); Omer Ganai (director of photography), Chad Ashley (creative director); Jason Esser (senior creative); Joe Donaldson, Peter Kallstrom, Joe Ball, Stephanie Santillan-Lopez (creative); Jason Esser, Nate Pence, Camille Durand (editors); Jeremy Stuart (colorist); Colin Davis (head of production); Andrea Silverman (account director); Emma Trask (stylist)

Consultants: 

Chromatics (music and soundtrack)

Fabricators: 

Digital Kitchen

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