Float4, an award-winning multidisciplinary studio that integrates digital experiences in physical spaces, has unveiled its artwork Opulence at the prestigious resort and casino, The Cosmopolitan of Las Vegas.
The spectacular multimedia work transports visitors to a fantasy world where strange figures come to life in a dreamlike setting.
Iconic media architecture
From The Cosmopolitan’s first opening in 2010, the hotel lobby—which was created by the Rockwell Group—has been a standout element of the resort. On entering, visitors are greeted with an unmatched visually stunning experience, with eight 16-foot-tall columns covered with digital displays and a reflective floor and ceiling which amplify the size and grandeur of the space. The columns have become a legendary work of media architecture, and have now been revitalised by Float4.
The Opulence capsule, designed in partnership with The Cosmopolitan of Las Vegas, offers a chance to highlight the resort’s dedication to art and its lighthearted brand concept.
Eileen Lemish, vice president, marketing portfolio, MGM Resorts International, says: “What Float4 has created within our lobby is stunning and adds a new dimension to The Cosmopolitan guest experience. Blending architecture and art through digital applications such as this captures the essence of our brand, as we create intriguing wow moments around every turn.”
Sarah Ouellet, creative director, Float4, adds: “Our goal was to capture the intangible feeling of entering The Cosmopolitan, where guests become a version of themselves they don’t see every day—a bolder, untamed version. The underwater theme was a visual metaphor of the hotel’s brand, echoing what happens under the surface and the pleasure of discovery.”
Underwater performance
Underwater filming was critical to the production. Artists from varied backgrounds, including a synchronised swimmer, yoga instructor, and dancers, were submerged in an underwater setting which enabled them to express their personalities. This resulted in awe-inspiring performances that perfectly captured the Opulence concept.
The project drew on the talents of more than 60 contributors, and Float4 made sure every detail was completed to the highest standard. The vision was realised with the help of Aquamedias, a Montreal-based studio renowned for its skill in underwater live-action productions, which created a secure environment where the performers could express themselves.
This project is distinguished by the painstaking attention to detail given to each face of the eight columns. Float4 developed different but synchronised narratives for each of the faces, to create a cohesive plot that runs across the lobby. With a massive canvas that exceeded 265 million pixels, Float4 combined cutting-edge technology and creative expertise in an artwork that captivates and inspires visitors.
Alexandre Simionescu, founder, Float4, comments: “Creating content for a space of this scale presented its challenges, both technical and creative. With over 350 high-resolution displays spread across the eight columns, we had to adapt content production to the three-dimensional environment. Our approach was centered around amplifying the space and creating an experience that immerses guests in an audiovisual manifestation of the brand.”
The Opulence capsule can also be seen in other areas of The Cosmopolitan, including a 75-foot display covering the length of the registration area in the lobby and the Beacon on top of the hotel, which illuminates the city’s skyline.
The Cosmopolitan’s decision to partner with Float4 demonstrates its dedication to developing amazing experiences for its guests.
Float4 recently joined forces with Electrosonic to create eight accessible multimedia exhibits for View Boston, Massachusetts. View Boston is a new observatory on top of the Prudential Tower, and offers visitors an extraordinary panoramic view across the city with a unique trip through the vibrant culture and rich history of the area.
