Jewel Nightclub / Las Vegas / Case Study 

Client Hakkasan / Aria Resort

M+P was challenged with conducting research, naming, branding and visualizing for a new nightlife offering by the Hakkasan Group in the ARIA Resort & Casino, Las Vegas. The result was JEWEL Nightclub. The crown of the ARIA Resort & Casino, offering a nightlife experience that compliments the property’s modern luxury aesthetic. 

M+P created the brand logo, an extensive brand guide and three advertising campaigns; a brand campaign, an artist/performer campaign, and an industry night campaign. Each maintains the modern aesthetic set forth by our branding that raised the bar for nightlife advertising in Las Vegas.

Photography by Todd Vitti