This project required executional and conceptual expertise in equal measure. As OYO’s first major project in the USA, the Las Vegas makeover was a crucial testbed from both a business and a brand experience angle. As with all OYO x Motherland collaborations, the challenge was to layer OYO brand personality onto an existing asset without the luxury of extensive architectural timelines and budgets. This was solved by devising a carefully balanced mix of aesthetic improvements (higher investment) as well as exciting new programming (lower investment) for retail, F&B and entertainment. A combined Motherland task force consisting of India office leadership and Copenhagen based specialists, teamed up with OYO USA to develop a makeover plan that was then used as an operational blueprint for the US-based transformation teams. The project is WIP and due for completion in early 2020.