The Las Vegas Convention and Visitors Authority (LVCVA) will unveil its new destination marketing program, Vegas: Alter Your Reality (VAYR), during Miami Art Week, December 7-9.
VAYR is a creative interpretation of “the Las Vegas experience,” direct from the minds of five international artists. Transformed into vibrant and immersive content pieces, their personal narratives are presented in a virtual reality art collection. The project began as five independent journeys through the sights and sounds of Las Vegas, and ultimately evolved into a collection of individualized narratives. Each artist created his or her own depiction of their experience, where it was later brought to life via virtual reality technology. The result was various two- to three-minute content piece.
The brand hosted Adhemas Batista from Brazil, Beeple from the U.S., FAFI from France; INSA from the U.K., and Signalnoise from Canada this past spring.
From strolling the streets to flying in a helicopter over The Strip, the artists took part in a variety of experiences to explore the city on their own terms. To comprehend each artist’s preferred method and successfully communicate his or her connection with the brand post-trip, the program’s creative team collaborated with them during in-destination brainstorms and remote working sessions to develop narratives and storyboards.
Open to the public, art enthusiasts are invited to try on VR headsets and view the exclusive artwork during Las Vegas’ three-day, multi-sensory event, powered by Samsung Gear VR and taking place at Zadok Art Gallery from December 7 to 9. On December 6, the brand will host VIP media and guests for an exclusive viewing, with desserts by The Venetian Las Vegas’ Mercato della Pescheria and a variety of craft cocktails.
Following the Miami event, the exciting content will be shared on the Vegas VR app, which is free and available for download on iOS and Android platforms.
For more information, to watch an exclusive VAYR video or to book a Las Vegas adventure, visit www.visitlasvegas.com/alteryourreality.