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Digital display lobby columns of Las Vegas hotel boosted with immersive art

Immersive Design studio Float4's visual art piece titled Opulence brings synchronised storylines to the eight 16-foot-tall columns, covered in digital displays, at The Cosmopolitan

Immersive Design studio Float4 has transformed the digital display-fuelled lobby of The Cosmopolitan of Las Vegas with a visual art piece titled Opulence. The multimedia installation immerses guests in a fantasy world where surreal characters come to life, suspended in a dreamlike environment.

The hotel lobby, designed by Rockwell Group, has been a prominent feature of the resort since The Cosmopolitan first opened in 2010. Eight 16-foot-tall columns, covered in digital displays, offer a visually captivating experience for visitors as they enter the resort. The reflective floors and ceiling serve to enhance the grandeur of the space, creating an illusion of expansiveness.

“What Float4 has created within our lobby is stunning and adds a new dimension to The Cosmopolitan guest experience,” said Eileen Lemish, VP, marketing portfolio, MGM Resorts International. “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.”

Float4’s creative director, Sarah Ouellet, added: “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.”

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. Over 60 talented individuals working on this project at different stages, with Aquamedias, a Montreal studio known for its expertise in underwater live action projects, playing a crucial role in bringing the vision to life while ensuring a safe environment for the performers to express themselves.

Float4 designed distinct yet synchronised storylines for every face of the eight columns, 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.

Float4 founder Alexandre Simionescu concluded: “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 centered around amplifying the space and creating an experience that immerses guests in an audiovisual manifestation of the brand.”

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.