City of Dreams (COD) celebrated the launch of its new brand chapter themed “Be A Dreamer” last night at the Cotai integrated resort, with the event featuring the unveiling of a new outdoor art installation and the introduction of representatives who also star in a new visual campaign.
COD, which opened on June 1, 2009, was described in yesterday’s event as being a “dream engine” that continuously interprets imagination and nurtures creative possibilities in its experiences and offerings, adding that the new chapter will take its brand promise of “Dream Beyond” further.
Delivering a speech at yesterday’s ceremony, City of Dreams Macau President Tim Kelly said that the new brand chapter’s launch marked another significant milestone, showcasing “the evolution of City of Dreams to the world”. He added: “This chapter not only expresses our brand vision, but also reflects our commitment to the cultural tourism development of Macau”, adding that COD is devoted to “redefining luxury”.
Moreover, mainland Chinese actor Jing Boran was introduced as the “City of Dreams Global Brand Ambassador”, while Tan Yuan Yuan, a well-known ballerina who is also from the Chinese mainland, was noted as being the “City of Dreams Friend of the Brand”. Both are featured in COD’s new visual campaign.
The new installation titled “Dream Entrance”, meanwhile, is located at COD’s entrance, commissioned by the company for its new brand chapter from New York-based artist Daniel Arsham. Featuring two hollow sculptural heads facing each other, the artist noted during his speech that the piece follows a series of works that he has been creating about labyrinths and investigating one’s dream states. It also integrates local culture with the Year of the Horse elements, he said, highlighting that in all, it is a “gateway” that allows one to enter a new place, a “place to dream”.
Following the launch event, a panel talk titled “Be A Dreamer: A Journey Beyond Imagination” was held and featured Jing, Tan and Arsham, as well as Peparini Studios Artistic Director Giuliano Peparini, who reimagined and recreated COD’s aquatic show “House of Dancing Water”, and Zaha Hadid Architects Director Viviana Muscettola. The latter firm designed Morpheus Hotel in COD. The event was then concluded with a gala dinner.
Representatives and officiating guests pose in front of the newly unveiled installation “Dream Entrance” last night at City of Dreams (COD) in Cotai. – Photo: Rui Pastorin
