City of Dreams
Imagine designing a city from scratch. City of Dreams is a bonafide city-within-a-city: Macau’s largest hotel, casino, and entertainment resort, with three hotels, over twenty restaurants and bars, and over 175,000-sq. ft. of high-end retail space, all in pursuit of a single goal, raising the standard of luxury in Asia and the world at large.
Chandelier collaborated with Melco Crown Resorts & Entertainment to redefine the master brand to encompass each of the three distinct hotels: Nüwa, Morpheus, and The Libertine. From the minute you enter any of these unique spaces, you can feel the spirit of winning, in everything from the signage to the service, matchbooks to menus.
Chandelier developed an overarching strategy to guide every facet of the project, from spacial planning, retail and cultural programming to an epic launch campaign, shot by legendary photographer and film-innovator Nick Knight. There’s nothing we didn’t touch in our complete top-to-bottom branding: naming and identity packages for these three new signature hotels, rebranding for the master brand, interiors and collateral, plus positioning and brand books to guide key stakeholders.
After a $10B renovation, City of Dreams was ready to relaunch in an epic way. When we thought of all the artists who could push the envelope to help us create a launch campaign as new, fresh, and futuristic as the property itself, we knew there was only one photographer we could work with: Nick Knight, world-renowned for his visionary fashion photography and film (having shot everyone from Björk and Lady Gaga to the Queen of England). Working with Nick was an unforgettable experience, on a scale that has never before been attempted by a luxury hotel in Asia.
Shooting over three days in a clandestine London studio, we used 3D body scans and virtual mapping to create a mythical and modern vision of victory. The final campaign stars Donnie Yen, Asia’s biggest martial-arts action star, and Du Juan, a superstar actress and model who’s graced more than 20 Vogue covers, reinterpreted historical victors, heroes, and heroines with a sci-fi feel. One part art history, one part Blade-Runner beauty, the campaign is a fitting tribute to the visionary artistry of the world’s most audacious new brand.
All images (c) Nick Knight.