Visitors to the Absolut® Flavor Suite at Caesars Palace are soaked in color, pattern, and branded ambience like the proverbial orange slice in a Blue Cosmopolitan. The Rockwell Group branded six separate “flavor” rooms using digital output to image everything from carpet to wallcovering, upholstery to window treatments, even lampshades. A visit to the suite invites a careful search: guests discover hidden iconography as they explore, adding depth to the “Find Your Flavor” theme.
In the lounge-like Absolut Raspberri room, a dance floor is inset into a custom-designed carpet that combines Absolut bottle shapes with a fruity motif. When a 20-ft.-high solar shade is drawn, a city skyline-themed mural continues around the room. A custom, laser-cut metal chandelier brings the graphics into three dimensions.
“Guest rooms” each evoke a different personality. In the ski-lodge inspired Vanilia room, custom vector graphics transform carpeting into a sea of cracked ice, walls into wood paneling, and draperies into a snowflake-laden sky. In Ruby Red, a grapefruit pattern covers carpet, walls, and bedding, and a watercolor illustration printed on a solar shade evokes the French Riviera. Everywhere you look, Absolut iconography and brand spirit abound. Overall, the result is some cleverly complex marketing, with a twist.
David Rockwell (founder and CEO), Barry Richards (principal in charge), Christian Arkay-Leliever, Matthew Goodrich, Lucinda Wait, Eri Nagasaka, Craig Byers, Lauren Adams, Timo Kuhn, Chad Rush
Dale Wisniewski, Caesars Palace (facilities manager)
Design Setters (furniture, millwork, and fixtures); Fabric Innovations (custom bedding and curtains); Leucos (custom lighting); MechoShade Systems (custom-printed solar shades); Milliken & Company (custom carpet); Wolf-Gordon (custom wall covering)