Vox Creative, Vox Media’s in-house branded content studio, teamed up with MGM Grand Hotel & Casino and media partner PHD to introduce 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.
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.
A branded content video highlighting each of the competing companies, including Leviathan, and their concepts ran on Vox Media’s The Verge and The Verge’s Facebook channel to allow viewers to follow the journey of choosing the final winner and comment on which installation they wished to see come to life.
In the first few weeks alone, the video amassed more than five million views and more than 2,000 comments on Facebook, leading to the ultimate selection of Chicago-based Leviathan to concept and produce the “Mirror Mirage” installation.
“Mirror Mirage” incorporates interactive technology, animation and computer vision. The gilded, mirror-laden concept reflects movement and illuminates Leo the Lion.
Read more about the project and the partnerships behind it in The Drum.