Casino and art: a new trend in gambling design

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Casino and art: a new trend in gambling design

Casinos are not only a place for gambling but also for enjoying beauty and inspiration. Recently, some of them have started exhibiting works of art to attract more visitors and create a unique atmosphere. This is all due to the rising popularity of online casinos. According to, online gambling is becoming more and more popular, so land-based casinos need to implement new measures to retain popularity.

Van Gogh in Atlantic City
One example of this approach is the Hard Rock Casino in Atlantic City, where the second floor offers a spectacular show, Beyond van Gogh: The Immersive Experience. It is an interactive exhibition that immerses the viewer into the world of the famous artist Vincent Van Gogh. Fragments of his paintings are projected on the walls and floor of the ballroom and come to life and move. You can see the following:

- twinkling stars;
- flowering gardens;
- portraits of people;
- and other famous motifs.

The exhibit opened in Atlantic City in June 2023 and is expected to draw about 100,000 visitors. Casino President Joe Lupo said the purpose of the exhibit is to show that Atlantic City is not only a gambling center but also a cultural capital. He added that the Van Gogh exhibit is a success in all major U.S. cities, and Atlantic City should be among them.

Banksy in Las Vegas
Another example of the combination of casino and art is the Palms, a legendary resort and casino in Las Vegas that underwent a $620 million renovation in 2018. The result is a collection of contemporary and street art that includes more than 100 works by artists such as:

- Warhol;
- Basquiat;
- Damien Hirst;
- Takashi Murakami;
- and others.

Of particular note is the first permanent work in Las Vegas by Banksy, a well-known anonymous graffiti artist. His work, "Smiley Coppers Panel I," adorns the casino's lobby restaurant. Creative Director Tal Cooperman said casino guests want not only to play but also to enjoy the visual and emotional pleasure of their surroundings. He noted that we live in a society that appreciates images and is interested in art.

How casino design is changing
These new galleries reflect broader trends in casino design. It used to be dominated by the concept of Bill Friedman, a psychologist who studied dozens of Nevada casinos to find out what motivates people to play. He concluded that they had to be low, confusing, and humble to accentuate slot machines. He argued that casinos should make people feel trapped and give them no reason to leave.

But today, they have a different philosophy, sometimes called "playground design." That idea belongs to designer Roger Thomas, who believes casinos should surround guests with luxury and sophistication; they'll be more inclined to spend money and take risks in such a space.

"The traditional layout doesn't work," Thomas told The New Yorker. "People don't want to gamble when they feel overwhelmed, overwhelmed, or confused."

So casinos become not only places to gamble but also places for art. It's a way to attract more guests, surprise them and create an unforgettable experience. Casinos become art galleries where beauty and inspiration can be enjoyed.

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