M+P was tasked with conducting research, naming, branding and visualizing a new nightlife offering by the Hakkasan Group in the ARIA Resort & Casino, Las Vegas. The result was JEWEL Nightclub. The crown of the ARIA Resort, offering a nightlife experience that compliments the property’s modern luxury aesthetic. 

Our industry night campaign concept revolved around the idea of glitter and glam. That one night of the week that industry insiders take the opportunity to go out to shine. From gold leaf, to glitter showers and bejeweled adornments, the imagery created presents the JEWEL industry night offering as one not to be missed.

A jewel is precious.

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Photography by Todd Vitti