Immersive Design studio Float4 transforms the lobby of The Cosmopolitan of Las Vegas, a distinct luxury resort and casino, with a stunning visual art piece titled Opulence. The majestic multimedia installation immerses guests in a fantasy world where surreal characters come to life, suspended in a dreamlike environment.
The captivating behind-the-scenes feature 'Opulence Unveiled' will offer a glimpse into the process behind the creation of the Opulence piece.
The hotel lobby, designed by Rockwell Group, has been a prominent feature of the resort since The Cosmopolitan first opened in 2010. Eight monumental 16-foot tall columns, covered in digital displays, offer visitors an unparalleled and visually captivating experience as they enter the resort. The reflective floors and ceiling enhance the grandeur of the space, creating an illusion of expansiveness that feels larger than life. While the columns have stood the test of time, Float4 has brought new life into this iconic piece of media architecture.
The Opulence capsule, created in collaboration with The Cosmopolitan of Las Vegas, is an opportunity to showcase the resort's playful brand philosophy, as well as its commitment to art.
"What Float4 has created within our lobby is stunning and adds a new dimension to The Cosmopolitan guest experience. Blending architecture and art through digital applications such as this captures the essence of our brand, as we create intriguing wow moments around every turn," said Eileen Lemish, Vice President, Marketing Portfolio, MGM Resorts International.
"Our goal was to capture the intangible feeling of entering The Cosmopolitan, where guests become a version of themselves they don't see every day—a bolder, untamed version. The underwater theme was a visual metaphor of the hotel's brand, echoing what happens under the surface and the pleasure of discovery," said Float4 creative director, Sarah Ouellet.
Underwater cinematography was essential for the project; performers from various backgrounds, including a synchronised swimmer, yoga instructor and dancers, were immersed in an underwater environment that allowed for a unique vulnerability and authenticity to shine through. This resulted in awe-inspiring performances that beautifully reflected the Opulence concept.
With over 60 talented individuals working on this project at different stages, Float4 ensured every aspect of the project was impeccably delivered. Aquamedias, a Montreal studio known for its expertise in underwater live-action projects, played a crucial role in bringing the vision to life while ensuring a safe environment for the performers to express themselves.
What truly sets this project apart is the meticulous attention to detail given to each facade of the eight columns. Float4 designed distinct yet synchronized storylines for every face of each column, resulting in a harmonious story that plays throughout the lobby. With a colossal canvas of over 265 million pixels, Float4 leveraged cutting-edge technology and creative expertise for an impact that captivates and inspires guests.
"Creating content for a space of this scale presented its challenges, both technical and creative. With over 350 high-resolution displays spread across the eight columns, we had to adapt content production to the three-dimensional environment. Our approach was centred around amplifying the space and creating an experience that immerses guests in an audiovisual manifestation of the brand," said Float4 founder Alexandre Simionescu.
The Opulence capsule can also be enjoyed in other parts of The Cosmopolitan, namely on the 75 foot display spanning the length of the registration area in the lobby as well as on the Beacon atop the hotel, lighting up the Las Vegas skyline.
