Leviathan Crafts MGM Lobby Installation
January 9, 2018 by Screenmag
MGM Grand Hotel & Casino just unveiled a high-tech, interactive installation that will welcome guests and visitors into the hotel’s main lobby through January 2018. Titled “Mirror Mirage,” the installation brings the lobby to life with multiple video sequences designed around MGM Grand’s iconic lion, Leo.
MGM Grand’s installation was initiated through a partnership with Vox Media’s in-house content marketing studio, Vox Creative and media partner, PHD. The partnership began in Fall 2017 when three experiential production agencies were invited to participate in a competition to “Reimagine MGM Grand” by designing a spectacular custom lobby concept for the property’s main lobby. Each company presented impressive, wow-factor ideas, but it was ultimately Chicago-based Leviathan that rose to the top and was selected to concept and produce the “Mirror Mirage” installation.
"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.”
“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.
“We continually seek out ways to offer innovative, exciting experiences for our guests,” said Scott Sibella, President and COO of MGM Grand. “This new lobby installation will intrigue guests the moment they enter the property, setting the stage for their entire Las Vegas experience.”
A branded content video highlighting each of the competing companies, including Leviathan, and their concepts has been running on Vox Media’s The Verge and The Verge’s Facebook channel to allow 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, and with the input of MGM Grand and its partners, 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.
Visitors are encouraged to take photos of “Mirror Mirage” and interact with MGM Grand’s social channels using the hashtag #FutureOfEntertainment.