• Transform magazine
  • March 03, 2024


Latest Las Vegas Strip entertainment space receives ‘child-like’ brand identity

Play Logo

Located in the city’s iconic Luxor casino hotel, Play Playground is a 14,000 square-foot entertainment space designed to disconnect adults from the digital world. With the venture aiming to play on nostalgia, it turned to UAE-based independent brand agency Rogue to craft an identity which captures the fun-loving nature of play.

Partnering with its sister company Bishop Design, Rogue was responsible designing the brand identity, implementing it across digital assets, building the UX and UI across web platforms as well as the venue’s digital touchpoints. The result is an eclectic space that hopes to offer guests a feeling of nostalgia, fun and happiness.

Robert Durrant, co-founder and creative director at Rogue, says, “There is a recipe for magic: The creative freedom to deliver a vision of fun. A client with an incredible vision and a dedicated team of talented partners across the world. This combination saw rough design concepts sketched into studio notebooks come to life in under the bright lights of Las Vegas. One of our largest and most immersive projects to date, this one was all it sought to promise – a world of fun.”

Luke Rumbelow, operations director at Rogue, adds, “I’m hugely proud of what we’ve accomplished throughout this project. This was our first US based project and first large-scale direct collaboration with the Bishop Design team. There’s been an astonishing amount of work, countless late nights and early mornings on calls with the clients in Vegas and the team never skipped a beat!”

It has also been confirmed that Play Playground is set to be expanded across the Middle East.

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