Center Of The Casino Bar For Park MGM Las Vegas
PROJECT: Name a hip, gin-focused and garden-inspired bar in the center of the casino action at the newly rebranded Park MGM resort, Las Vegas.
JUNIPER: Any evergreen, coniferous shrub or tree of the genus Juniperus, especially J. communis, having cones that resemble dark-blue or blackish berries used in flavoring gin.
BRAND POSITIONING: MGM Resorts completely remodeled and redesigned their Monte Carlo hotel casino in Las Vegas, rebranding it Park MGM, and hired us to name two new bars on the property. The first of these to open is a bar with a garden inspiration — mapping back to being part of “Park” MGM — that is located in the center of the casino action. We explored a number of names related to gardens, botany, and the concept of centrality, and the name that resonated the most was Juniper. Also, over the course of the project it was decided that gin would be the spirit of focus at this new bar, more so than at any other venue in Las Vegas. With that strategic decision in place, Juniper, named after the plant whose berries are used in flavoring gin, became the perfect name for this bar.
Here’s how Park MGM tells the story:
Juniper Cocktail Lounge invites you to enjoy hand-crafted cocktails in a space that’s as serious about kicking back as it is about cocktails. Home to the largest collection of gin in Las Vegas, Juniper takes its name from the juniper berries that bring us gin. The menu features a curated cocktail program using house-made juices and syrups alongside an expertly selected spirits menu.
Located in the center of the casino, the vibe is warm and welcoming—and at night, a DJ and bottle service add energy and an irresistible alchemy to the mix. Everything on the menu at Juniper Cocktail Lounge has a story, making it the ideal setting to explore yours.
There’s a new gin joint in town — Juniper Cocktail Lounge.
Visit: Juniper Cocktail Lounge