Park MGM is MGM's first boutique in Vegas. It shouldn't exist but somehow does; the child of a massive hospitality conglomerate, MGM, and a master purveyor of beloved boutiques such as The Nomad, Sydell Group.
When we were tasked with communicating Park MGM, we were interested in this dichotomy (big/small, mass/tailored, loud/quiet) and wanted to explore how and why people come together, as MGM and Sydell had.
To do so, we organized gatherings in LA, New York, and Chicago to talk about travel, spontaneity, and community. The film below became the bible on our audience persona, the "Culture Gatherers."
A major idea in the film, the power of different things and ideas and people colliding, set the vision for creative development and on-property experience. It influenced branding, chefs MGM partnered and paired with, wine menus, musical talent chosen for residencies, on-property gathering spaces, and in-room decor designed for socializing.
Launch idea by Virtue:
Park MGM is coming later this summer in 2018.