CityCenter, owned by MGM Mirage, set out to redefine luxury living in Las Vegas by creating a destination city within a city. This ambitious $9.5 billion development comprised multiple properties, each with its unique identity, and Scale Agency played a pivotal role in shaping the brand strategy and launching each distinct component.
The challenge involved creating a multi-brand, multi-building destination that not only sold luxury residences but also redefined the high-end casino, hotel, and restaurant experience. Each property required its own identity, aligning with the overall vision of CityCenter.
Scale Agency undertook a comprehensive brand strategy, naming each property (The Harmon, Mandarin Oriental, Veer Towers, Vdara) and developing unique visual and verbal identities for each. We executed the launch of the entire CityCenter, setting the tone for high-end experiences in non-gaming environments. To achieve this monumental task, we utilized a range of tools including environmental design, strategic planning, floorplans, sales toolkits, and a website. Scale also crafted billboard advertising campaigns for each property, ensuring a cohesive and compelling narrative.
Within one year of the opening of CityCenter’s sales pavilion, roughly 50 percent of its nearly 2,650 high-end residential offerings had been claimed by buyers. During the same period, sales generated $1.63 billion, of almost 60 percent of CityCenter’s forecasted sell-out revenue of $2.9 billion.