The Cosmopolitan is often celebrated for its seamless integration of digital elements throughout the resort experience. Nowhere is this fusion more evident than in the lobby, where eight towering 16ft columns adorned with dynamic digital displays as well as an expansive display above the registration counter greet guests, promising a truly unique arrival experience.

After over a decade of featuring the iconic lobby’s original digital content, there arose a desire to refresh and reimagine the guest journey. Central to this initiative was aligning with The Cosmopolitan's ethos of fostering a deeper appreciation for art, crafting something aimed at creating memorable moments that resonated emotionally with guests and strengthening their connection with the brand.

Our primary objective was to create an experience that showcased the resort’s playful brand philosophy, while ensuring that it could be enjoyed repeatedly, with each visit through the space offering guests a new and engaging perspective.

The creative vision aimed to capture the elusive essence of The Cosmopolitan, where guests embrace a bolder version of themselves. The underwater theme acts as a visual metaphor, echoing the hidden depths and the joy of discovery that aligns with the hotel's brand.

A journey beneath the surface, both literal and figurative, from serenity to splendor.

As guests are immersed in the dreamlike environment, time takes on a new rhythm, pushing the boundaries of beauty, luxury, and pleasure. Through the lens of four captivating characters—the mischievous Idol, the edgy Icon, the charming Seductress, and the graceful Heiress—we bring to life the legendary celebrations that define The Cosmopolitan.

Opulence unfolds in three acts: from the enchanting unveiling of opulent figures, to sensual encounters and modern choreography, culminating in a burst of luxury and magic. It is about the character within each of us that comes alive when we enter The Cosmopolitan.

The Cosmopolitan's target audience, the Curious Class, encompasses individuals drawn to art, culture, and culinary inspiration, as well as those who relish being part of a vibrant social scene. Sharing the hotel's playful philosophy, they seek unique experiences. Our design approach was tailored to cater to these curious minds.

Instead of repetitive content across the 8 columns, we took advantage of the lobby columns’ 32 unique digital faces. We crafted distinct yet synchronized storylines for each face, with surreal characters seamlessly transitioning across displays. The result is a cohesive narrative unfolding throughout the space.

This strategy engages with The Cosmopolitan’s Curious Class, perfectly aligned with the hotel’s philosophy. Immersive visuals and a custom soundscape envelop guests, prompting exploration and compelling them to discover the journey of each character. With a dynamic 5-minute loop, each visit promises a new moment, ensuring an ever-evolving experience for the guests.

We spearheaded the entire Opulence project over the course of one year, from kick-off in October 2022 to final integration in October 2023. The initial phases involved extensive concept design to outline the narrative, artistic direction, and production requirements.

Subsequently, we orchestrated a live-action underwater shoot, overseeing everything from casting and costume design to multiple days on set with a specialized underwater film crew.

Our team then took charge of all post-production tasks, including developing and compositing 3D animations, CGI, sound design, and conducting various on-site deployment tests. Throughout the process, over 60 individuals contributed their expertise.

The final result was tailored and integrated across three distinct locations. The eight 16-foot digital lobby columns collectively feature 384 high-resolution displays, spanning over 265 million pixels. Additionally, the content is showcased on the 75ft display along the registration counter, comprising 24 individual displays, and on the 65ft tall Beacon atop the hotel.

In line with its brand ethos, The Cosmopolitan has committed certain areas of the hotel purely to digital art, with Opulence being a prime example, focusing on guest impact over sales.

In terms of Opulence’s reach, the numbers are in the millions. Not only does The Cosmopolitan annually host over 1 million guests, additional millions pass through the lobby for events, the casino & dining and The Beacon atop the hotel is visible from all angles of the Las Vegas strip and beyond.

In terms of media, the creative installation garnered attention across various outlets, including a variety of AV and hospitality magazines in the USA, UK, Germany, and New Zealand. Additionally, over 290 media channels internationally covered the installation, potentially reaching 171 million viewers.

This extensive reach underscores Opulence's significance in solidifying guest connections and enhancing The Cosmopolitan's brand presence globally.