When Hard Rock Hotel and Casino founder Peter Morton needed to distinguish his premier Las Vegas establishment from the mainstream Hard Rock Café restaurants, he came to Lambesis. Lambesis positioned Hard Rock Hotel and Casino as a hip, premium hotel, combining world-class service with rock and roll glamour. The branding helped to make Hard Rock the preferred and exclusive destination among major players in the fashion, entertainment and music industries. Based on the success of the campaign, Peter Morton asked Lambesis to brand his $1.5 billion expansion into the Hard Rock Residences. Supported by a fully integrated campaign, within weeks of the initial offering Hard Rock Residences achieved an unprecedented sellout.


The Hard Rock Residences website was designed to immerse users in the brand and highlight the amenities, world-class service and rock and roll attitude that made the project unique.


High fashion illustration glamourized the HARD ROCK lifestyle and featured specific areas within the hotel. The images used an exciting juxtaposition of raw rock luxury and sophisticated style that echoed the unique brand essence of the destination.

Point of Sale/Retail

To establish Hard Rock as the ultimate Las Vegas destination, buzz was created with leaders of the fashion, music and entertainment industries with mailings of premium, collectable items and provocative collateral.