Source: Interior Image Group (IIG)
Each property implements a unique graphic or textural aspect, bringing either a signature branded element to the room, or one that gives it a touch of local personality. — Photo by Interior Image Group (IIG)
Source: Interior Image Group (IIG)

Part of a large casino hotel, the Ocean and Centurion Towers of Caesars Entertainment are both upscale and modern, inspired by their locale on the oceanfront. The rooms and suites have an almost ethereal feeling that exude the sense of the ocean breeze flowing throughout.

HISTORY REIMAGINED

Using our award-winning design approach and industry experience, we transformed the classic Caesars Entertainment guestroom to become modern and timeless. Creating a design guide just for them, the possibilities we presented to this legendary brand were able to be translated and customized across their other brands such as Harrah's and Horseshoe Casinos.

Our team was invited to join a competition to design a new guestroom for Caesars Entertainment that would be innovative and versatile for their different markets and brands. Not having a brand guide already in place, we used our hospitality knowledge and presented a design guide that showed them possibilities of how to modernize their brand and scale it up or down and across different markets.

WHY WE EXCELLED

In a sea of competitive design firms, we unanimously won the competition. We believe the IIG difference was not just our stunning design, but the possibilities we presented — possibilities our client didn't even know they were looking for. Demonstrating a transferable design that could be rolled out across Caesars' entire portfolio of brands, we were also able to showcase how they could customize or scale this concept for different markets. Our approach showed the ability to scale up the design to a high-end market, or down to achieve a more cost-conscious design, ultimately achieving economy of scale. Working within extremely tight timelines, our well-orchestrated team of professionals still executed and delivered with precision.

At IIG, we are able to see beyond what most clients can see for themselves. We create a vision of possibilities. Our approach showed the ability to scale up the design to a high-end market or down to achieve a more cost-conscious design, ultimately achieving economy of scale.

We expressed how this particular design approach could bring the client value and translate across their different properties and brands:

  • First, the expansive winged headboard is meant to create a modern architectural feature, but is entirely FF&E.
  • Behind it, each property implements a unique graphic or textural aspect, bringing either a signature branded element to the room, or one that gives it a touch of local personality.
  • The TV/dresser unit is a “Kit-of-parts” – it is modular and customizable per property. Varying components for this wall unit include a bench, dresser, desk, bar cart, etc. that can be selected and configured based on the property and market needs.

This single competition has now evolved into a national rollout in 6 different markets, across 9 different properties – all implementing our approach. It provided a great foundation that we have been able to build upon to give each property their own personality and identity.

IIG Design has proven to be an invaluable partner. Their ability to deliver beautiful, bespoke designs, while ensuring all budget and schedule constraints are met, truly sets them apart. Paul Cripe, SVP Operations & Capital Strategy, Caesars Entertainment

Jennifer Durrant
Director of Marketing & PR
+1 219-235-9876
Interior Image Group (IIG)