Las Vegas Resort Hotel / Casino
PROJECT: The luxury hotel centerpiece of the Las Vegas CityCenter development.
ARIA: From opera, an elaborate song for solo voice.
BRAND POSITIONING: The name Aria perfectly captures the experience of art and elegance that this hotel represents, and maps to the concept of a performance by a star that is nonetheless part of an ensemble. Aria is deftly positioned as the antithesis of the stereotypical Las Vegas experience. Think cool and classy, not cheap and trashy, with none of the “theme park” pretense so prevalent in most Las Vegas hotels.