Caesars & The LINQ Casino

My first "Reinvention" involved envisioning a Casino of the future – a model that Caesars could replicate from Vegas to Tennessee to Macau. It had to appeal to a younger demographic that valued group dynamics and shared gaming experiences. We aimed to create selfie-worthy moments by incorporating modern public art, rather than the de ri·​gueur built analog of a great European city, to deliver a unique experience from the moment guests stepped in. I persuaded my friend Refik Anadol to develop Dataland – data-driven displays where graphics responded to the energy on the casino floor. We demolished walls, laid new terrazzo floors, carefully selected fixtures and furniture, and then we were tasked with developing a new brand for Caesars Entertainment. I'd always been fascinated by the idea of the Aureus, so we went for it. This project was massive, involving multiple stakeholders, and we pushed it through in 18 months, making 39 visits to Vegas along the way.