In Las Vegas, ubiquitous LED videoscreens compete for sightlines. In 2007, on the famous Strip, the city’s first media facade premiered to promote the opening of the Miracle Mile Shops (MMS), the 170-store shopping and entertainment center anchored by the Planet Hollywood (formerly the Aladdin) hotel/casino. The media façade has distinguished the shopping center as a distinct destination on the heavily contested real estate.
To create visual prominence, MMS commissioned YESCO Inc. (the Las Vegas branch) to design and install a series of its proprietary PRISM display systems, with a 25mm pitch, that forms a media facade across the upper third of the building and follows its contours to completely cover the front of the building (which faces the Strip) and the two sides that face vehicular traffic.
Russell Joyner, MMS senior vice president and general manager, said, “Currently, most content on the MMS media facade is divided between promoting MMS as its own brand and presenting the sales and service offerings of its onsite tenants. Eventually, we also see third-party advertising as another component to our content mix.”
The MMS building sits directly opposite the Bellagio hotel/casino, which offers, several times daily, a festive, outdoor water show that captures large audiences. After each Bellagio water show, the MMS media façade spotlights itself and encourages spectators to cross the street to check it out.
Joyner said, “With our media facade creating more attraction and awareness to our shopping center, we’ve probably exceeded the anticipated 25% increase in sales traffic to our property. More than just a series of LED signs, our media façade is a window that allows viewers to look inside MMS to quickly learn about our tenant and sales opportunities, and just come on in.”