FONTAINEBLEAU

PLAY YOUR PART

PLAY YOUR PARTThe words of Morris Lapidus, "If you create the stage setting and it is grand, everyone who enters will play their part," served as the guiding principle behind the multi-billion dollar rebranding and renovation of the iconic Fontainebleau Miami.In the 1950s and 60s, the original property designed by Lapidus became a legend with numerous films, including scenes from James Bond's "Goldfinger," being shot there. Major performers such as Frank Sinatra, Dean Martin, Elvis, and The Beatles all performed at the renowned nightclub.Through the rebranding effort, we sought to revive the legend and create a new mindset that drew inspiration from Lapidus. The brand platform encouraged guests to take part in the setting, blurring the line between the glamour of the past, luxury of the present, and style of the future.This multi-year project encompassed a wide range of elements, including identity, visual system, advertising, digital design, wayfinding, signage, merchandising, and packaging for the location's numerous restaurants, retail stores, bars, and legendary LIV nightclub. It was a privilege to nurture and evolve the brand over time. I was a creative lead of this project at Arnell. Photography: Peter Arnell. Custom Infographic System: Lance Wyman.

DISCIPLINESCreative Platform Development, Concept Development, Creative Direction, Art Direction, Design, Space Design, Naming, Creative Strategy, Brand Strategy, Video, Packaging, Signage, Frontend Development.