On June 15, travelers will finally get their first look inside the Morpheus Hotel, the world’s first free-form exoskeleton-bound high-rise, located in City of Dreams, Macau. And, because this may indeed be one of the most glamorous hotels in the world, it’s getting an equally glitzy and over-the-top launch campaign to match.
The new hotel, which boasts a staggering 772 rooms, was designed by famed architect Zaha Hadid, the first woman to be awarded the prestigious Pritzker Architecture Prize. The resort was one of Hadid’s last projects before her death in 2016, making the launch all the more poignant and important.
Moreover, the Morpheus will also become a part of the larger City of Dreams Macau collection, home to some of the most luxe dining options, spa menus, and services in the region, launching with the slogan, “Art of Winning.”
The multi-million dollar advertising campaign takes all of its inspiration from Morpheus, pulling in varying artistic masterpieces ranging from Napoleon on horseback to Calliope on her throne, which Chandelier Creative explained are to make “references to some of history’s boldest heroes and iconic archetypes, resulting in a futuristic fantasy that personifies the spirit of victory.”
And, to make the launch even more spectacular, the campaign features actor, filmmaker, and martial artist Donnie Yen alongside supermodel and actress Du Juan.
The Art of Winning campaign, which will soon appear in pages of magazines, billboards, and videos across the web, blends old world with new, in the form of CGI 3D-body scans of both Yen and Juan, along with photography and film.
In a statement, Lawrence Ho, Chairman, and CEO of Melco Resorts & Entertainment said of the new resort, "It is our goal to offer a journey of the imagination and the sensation of personal triumph for tomorrow's most sophisticated world travelers. An unprecedented masterpiece of quality, taste, and vision, Morpheus is destined to become the icon of the new Macau." Indeed, both the hotel and its campaign, appear to both be bound for the winner’s circle.