Rose. Rabbit. Lie. is a nightclub and entertainment space housed within the Cosmopolitan Hotel of Las Vegas. The concept of the club is based on a narrative constructed around the existence of a secret society of intellectuals in 1920's Europe. The moniker itself was conceived to serve as a secret password and informed the rest of the identity through the use of cladestine symbols, typography and imagery.
Art Direction for the campaign created a fusion between a 1920's Bauhaus look and a future asthetic. In addition a secret Rose. Rabbit. Lie. handbook was created and hidden in the pages of Vanity Fair and Esquire in the same way that illicit materials have been hidden in the cut-outs of bibles for centuries.
Concept, design, art direction
Credits: Creative Direction, Anthony Vitagliano. Design, Koji Minami. Production, Colin Davis, Julie Benevidas