Vox Media’s creative studio, in partnership with Chicago-based specialist marketing agency Leviathan, has launched a Mirror Mirage installation for MGM Grand in Las Vegas, which is being made available to visitors through January.
The installation brought the lobby to life with multiple video sequences designed around MGM Grand’s iconic lion, Leo. Vox’s in-house content studio Vox Creative partnered with media agency PHD on this project, which began in the fall.
Three different experiential production agencies - VT Pro Design, Theoriz, and Leviathan - competed to "Reimagine MGM Grand," coming up with concepts that brought the casino's lobby to life. A series of branded content videos highlighted each of the competing companies and their concepts on Vox Media’s technology site The Verge.
The site and its Facebook channel allowed viewers to follow the journey of choosing the final winner. Throughout the voting process, the page welcomed viewers to comment on which installation they wished to see come to life. With the input of MGM Grand and its partners, Chicago-based Leviathan was chosen as the winner. In the first few weeks alone, the video amassed close to five million views and more than 2,000 comments on Facebook.
MGM Grand said that Mirror Mirage incorporates interactive technology, animation and computer vision. “Spectators will be delighted to see the gilded, mirror-laden concept that reflects movement and illuminates Leo the Lion,” it said in a statement.
"It’s an absolute honor to be a part of MGM Grand’s re-imagining of contemporary entertainment”, said Jason White, executive creative director at Leviathan. “Mirror Mirage is the result of our effort to augment the iconic Lion into an experimental work of interactive art that reflects human motion, and ushers in a future-forward experience.”
“We continually seek out ways to offer innovative, exciting experiences for our guests,” said Scott Sibella, MGM Grand’s president and chief operating officer. “This new lobby installation will intrigue guests the moment they enter the property, setting the stage for their entire Las Vegas experience.”