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. 

One of the most important aspects of a customer draw to a nightclub in Las Vegas is the performing artists. Our artist campaign concept continued the aesthetic set forth in our brand campaign; fragmented 2-dimensional graphics provide a holding element base for each artist image, allowing for versatility when used in a variety of advertising applications.

A jewel is brilliant.

///
Swizz Beatz photography by Todd Vitti
Lil Jon photography by Tomo Muscionico