Branding and launching London's largest casino.

This huge project was to create and launch the first Las Vegas style boutique casino in London. The brief, within a highly restrictive regulatory framework, was to create a luxury brand that appealed to a new audience of potential casino goers, men and women. The size and aspiration of this casino and the top Las Vegas casino designer who created it, promised a treat for fans of glitz and glamour. This provided the theme for our creative idea – A touch of Vegas in the heart of London - transforming familiar aspects of central London into something more fun and colourful with the Vegas touch. Within days The Casino at The Empire became the hottest ticket in town. 35,000 members joined within six weeks, a figure it would normally take six months to achieve. Attendances hit 1,800 a night with an average spend per head of nearly £200. Photography by Simon Thorpe.

2007

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