Bostik, Artaic Unveil Contest-Winning Backlit Mural at MGM Grand
The unveiling of the gigantic, robot-produced, mosaic mural at MGM Grand’s Las Vegas “Wet Republic” day club during HD Expo turned out to be one of the most successful and certainly, grandiose, marketing exercises ever to be experienced within the architectural and design (A&D) community.
For more than six months, partner companies Bostik and Artaic Innovative Mosaic had been deftly planning the event, and that included trumpeting it via a focused advertising, public relations and social media program to a very precise demographic. “We wanted to get the most enthusiastic mosaic design people, both those who work professionally with these materials… and also, those who are simply mosaic aficionados, to enter the competition,” stated Scott Banda, Director of Marketing & Business Development for Bostik. “So together with Artaic and our ad/public relations agency, Communicators International, Inc., we communicated at optimal levels internally before we launched our communications program externally. This strategy ultimately proved to work out very well!”
Contestants were asked to create designs to be produced using glass mosaic tiles, robotically assembled using Artaic’s patented Tessera™ robotics and Bostik’s state-of-the-art, translucent Dimension™ Rapidcure™ glass-filled grout. “The only creative parameter was that the design had to embody the theme, “Essence of Las Vegas,” stated Dr. Ted Acworth, Founder & CEO of Artaic. “We wanted contestants to let their imaginations run wild.”
At sunset, the winning design was finally displayed, and quickly backlit to further exhibit all of its amazing artistic and unique visual characteristics. The winning designer, Nicole “Nikki” Kohri, was there in person to receive her grand prize: a round-trip vacation for two to Paris. Ted Acworth commented, “We work with some of the most advanced architectural design professionals across the globe, and clearly, Nikki is one budding star!” Joyen Vakil, Senior Vice-President of Design & Construction for MGM Resorts International added, “Ms. Kohri’s design creation fits in perfectly with the overall design theme of our Wet Republic. It’s visually engaging, fun, and very innovative!”
Elated and somewhat humbled, Nicole Kohri stated, “I cannot express how grateful I am for this opportunity. I cannot stop smiling and am still shocked to have won. It was so magical watching everyone look up at the mural and touch the tiles with a big smile.”
Ms. Kohri intends to take her sister, Rachelle, along with her on the grand prizewinner’s Paris sojourn.
Scott Banda added, “As most people in the A&D community now know, together with Artaic, our main goal with the Design ‘N Gather competition is to bring back the ancient, time-tested art of mosaic mural design and celebrate the many talented design professionals that greatly contribute to the aesthetic world around us. But in doing so, if we can discover a bright, young talent such as Nicole Kohri, someone who has the potential to make a difference within the design sector moving forward, it is our honor, pleasure… and, commitment to do so!”
The show must go on! Next week (May 19-21) Ms. Kohri will join the Bostik team at the AIA show in Philadelphia for further recognition of her achievement. She will be formally recognized at the Party In The Market event which will take place Friday evening, just prior to the introduction of the Bacon Brothers band’s musical set. Bostik will again feature the works of the top ten finalist at its Gallery Lounge inside the exhibit hall. Banda concluded, “This contest is an industry first, and the enthusiasm for it amongst the design community is amazing. People loved our gallery in Las Vegas and we are excited to show everyone this truly innovative mosaic design gallery again in Philadelphia!”