Architecture Project
    Las Vegas, Nevada, USA
    KABC was hired by design firm GENSLER to merge the brand of the legendary Hard Rock Hotel & Casino in Las Vegas with an adjacent mixed-use development consisting of more than 7.37 million square feet on 30 acres. Due to its interesting mix of hotel guests, which, at present, includes an eclectic mix of famous musicians, mainstream celebrities, sub-culture B-personalities, hipsters, bikers, and wannabe’s, the Hard Rock Hotel & Casino is perceived as a cult destination. The intent is to bring this cult status into the residential area with small music venues and a casino.

    Hard Rock International began to "Save the Planet" long before the environment became a widely supported cause. KABC analyzed the archaeological potentials of the Hard Rock brand and translated them into two distinct masterplanning concepts. Both schemes are based on the original Hard Rock scheme and expand this mission into an overall theme by integrating elements of wellness and sustainability as well as ecotowers powered by renewable energy sources.
    The first scheme was based on the idea of the “Rock” to lend the Hard Rock Brand a physical presence – a new place of origin. A lazy river and a luscious park that separates the residential areas from the lively casino/pool area surround the Rock. The Park is animated by water features and visually continues the luscious landscaping of the existing poolscape into the more quiet residential area.

    The second scheme was based on the creation of an Ecstasy Island surrounded by iconic ecotowers. The central feature of this scheme is a private island that houses a series of exclusive amenities for residents and VIP guests. A lazy river separates the island from the more common amenities. While the island is envisioned as a pristine oasis, the other side of the lazy river has a more public, lively, and commercial ambiance.
    LOCATION: Las Vegas, Nevada, USA
    SITE AREA: 684,695 m2
    PROJECT SCOPE: Brand Strategy, Feasibility Study, Master Planning
    PROJECT TYPE: Mixed-Use: Residential, Retail, Entertainment, Hospitality
    CLIENT: Morgan Hotel Group

    KABC: Anna Klingmann
    GENSLER: Patrick O'Malley, Iljoong Kim, Matthew Celebrio