Responses by Marshall Bower, art director, Chandelier Creative
Background: City of Dreams is Macau’s premiere entertainment resort—a vast playground of refined decadence designed to appeal to the tastes of both China’s affluent leisure class and an international elite of globetrotting gamblers. City of Dreams is much more than a collection of hotels and casinos, and we want visitors to witness that first-hand—to explore and discover new and diverse experiences during their time there.
Reasoning: In our initial logo explorations, we looked to different graphic techniques used to map city streets and grid systems. And we created the City of Dreams monogram—an abstract interpretation of the property footprint. Instantly recognizable yet versatile in application, the mark can take on a range of multimedia treatments—the perfect invitation to create your own unique experience.
Challenges: We’re humbled to have had the chance to wrap our arms around a project with many individual and contribute to the brand’s relaunch. Working across three continents and in four time zones, this project was a collaborative effort of the likes we’ve never experienced before.
Favorite details: We partnered with some audacious creative minds—architects, designers, photographers, stylists, chefs—who were all visionaries of their respective industries. To have had the opportunity to foster and grow new relationships with so many talented, diverse individuals truly made this project a dream job.
Visual influences: We commissioned various artists to create a suite of brand visuals to bring the identity to life. These visuals serve as artistic interpretations of the many journeys you can take within the complex and were used across countless applications, from business cards to helicopter wraps. As the brand continues to grow and evolve, the visuals created will continue to breathe life into the space.
Anything new: We broadened our knowledge of the Chinese luxury lifestyle landscape. With the majority of the visitors to City of Dreams pouring in from Mainland China, understanding the consumer tendencies and traditional cues from Chinese culture were invaluable assets as we developed the look and feel for the brand.