Fontainebleau held a bicoastal marketing push this New Year’s Eve, choosing Times Square’s ball drop to reveal its new logo and brand identity.
The resort developer, which recently opened its 3,644-room luxury property Fontainebleau Las Vegas, lit up the Times Square ball with a reimagined bowtie motif.
The new resort – which features a casino, luxury shopping complex, 36 restaurants, a 6-acre pool and more – opened in December after nearly 16 years of development.
Peter Arnell, Fontainebleau Development’s chief brand and design office, was responsible for the design of the resort’s new logo. The design was inspired by the marble bowtie motif in Fontainebleau Miami Beach’s lobby, which debuted in 1954. In 2024, the resort celebrates its 70th anniversary.
The logo’s reveal was accompanied by events in both New York City and Las Vegas. Each featured musical acts that paid homage to Fontainebleau’s past and present – in New York, a show by 1950s songwriter Paul Anka, and in Las Vegas, a performance from contemporary pop star Post Malone. Footage of Post Malone’s recent tour, plus a message from Fontainebleau Las Vegas’s theater, were broadcast in Times Square and nationwide on “Dick Clark’s New Years’ Rockin’ Eve.”
Fontainebleau also gifted thousands of 2024 glasses to members of the crowd sporting the brand’s new logo.
In Las Vegas, Fontainebleau launched its members’-only club, the Poodle Room, with a surprise performance by singer Janelle Monae.
