SAHARA Las VegasLifestyle brand, collaboration

The SAHARA is one of those Las Vegas landmarks with real history in the walls. I developed and managed a lifestyle brand for the hotel: merchandise drawn from the property's storied past, sold online, on property, and at retail. The line landed at Union LA and earned a spotlight in Hypebeast.

The hotel was midway through a $150 million renovation, and alongside the remodel we partnered with painter Matt McCormick: original works for the hotel's permanent collection, plus a collaborative clothing line.

The pieces merged art and fashion in Matt's western style, and seeing them echo across the renovated property was the payoff.