US20130065701A1

US20130065701A1 - Branded entertainment complex

Info

Publication number: US20130065701A1
Application number: US13/228,270
Authority: US
Inventors: David Michaels
Original assignee: Individual
Current assignee: Individual
Priority date: 2011-09-08
Filing date: 2011-09-08
Publication date: 2013-03-14

Abstract

A branded entertainment complex combines cutting edge entertainment, brands, and technologies to stretch the “now” into the “next” to a create a journey for patrons never seen before. Brands may be merged into the world of entertainment such that patrons may consume the brand and also be a part of it. In certain embodiments, the shape of the one or more buildings is based on the one or more brands associated with the complex. In certain embodiments, the one or more buildings are cylindrical in shape and branded as soda cans.

Description

TECHNICAL FIELD

This description relates to the design of buildings.

BACKGROUND

Reaching consumers with an advertising message is important for business. Advertising messages are designed to, among other things, inform, educate, and entice the consumer into taking certain action. In many cases, that certain action is a purchase of a good or a service.
Advertising comes in many forms. Billboards fill empty space along roadways to capture eyes of traveling consumers. Newspapers and magazines print advertisements on portions of a page or on a whole page in between substantive articles. Shows on television contain commercials. The internet is plagued by advertisements in the form of pop-up windows, banners, and the like. Mobile devices now receive unsolicited advertisements in the form of text messaging. Cinemas now contain advertising before the previews. Advertising pervades most, if not all aspects of a consumer's daily life.
Due to the ubiquity of advertising, consumers have increasingly grown immune to such marketing techniques. Consumers have even become more apt at ignoring targeted-messages. For example, many consumers now record their favorite television shows for viewing at a time other than the original air time. The consumers are able to fast-forward through commercials. As such, consumers are able to select which commercials to watch or even forgo the commercials altogether thereby evading the advertising efforts.
Even the hotel industry has experienced a need to entice consumers with new attractions to overcome what has been disregarded as stale. The Vegas strip in Las Vegas, Nev. is telling of this need. The LUXOR® hotel and casino is shaped like a pyramid, the EXCALIBUR® hotel and casino is shaped like a castle, whereas the NEW YORK-NEW YORK® hotel and casino is shaped like the city of New York, N.Y. The ARIA® casino and hotel, the VDARA® hotel, and the COSMOPOLITAN® casino and hotel are also telling of this need because they offer the newest, contemporary addition to the Vegas strip. These hotels, however, have very subtle themes that quickly fade. Despite these hotels, there is a need to present consumers with a new experience that none of these hotels offer.
There remains a need to reach a consumer at a much deeper level to go beyond the normal and into the new. There is a need to present consumers with an experience that is impressionable and long lasting to battle what may otherwise fade in the midst of a market saturated with advertisements at every turn. There is a need to provide consumers with an experience that can be enjoyed and shared with others. There is a need to provide consumers an environment where the medium is the message.

SUMMARY

Briefly, and in general terms, various embodiments are directed to a branded entertainment complex. The branded entertainment complex combines cutting edge entertainment, brands, and technologies to stretch the “now” into the “next” to a create a journey for patrons never seen before. Brands may be merged into the world of entertainment such that patrons may consume the brand and also be a part of it. The medium is the message.
In certain embodiments, an entertainment complex includes one or more buildings associated with one or more brands. The shape of these one or more buildings are based on the one or more brands. The one or more buildings have a plurality of rooms for lodging, entertainment, and shopping. The rooms are associated with the one or more brands. The complex also includes one or more external structures that are external in relationship to an internal portion of the one or more buildings, and are shaped to be associated with the one or more brands. The hotel complex further includes one or more features external to the one or more buildings. The one or more external features are associated with the one or more brands.
In certain embodiments, an entertainment complex includes a plurality of cylindrically shaped buildings. These buildings are associated with one or more brands. The shape of these buildings are based on the one or more brands. The buildings have a plurality of rooms for lodging, entertainment, and shopping. The rooms are associated with the one or more brands. The complex also includes external structures that are shaped to be associated with the one or more brands. The complex further includes one or more features external to the one or more buildings. The one or more external features are associated with the one or more brands
The foregoing summary does not encompass the claimed invention in its entirety, nor are the embodiments intended to be limiting. Rather, the embodiments are provided as mere examples.

BRIEF DESCRIPTION OF THE DRAWING

FIG. 1 is an elevated perspective view of an embodiment of a branded entertainment complex.

FIG. 2 is a side view of one embodiment of the branded complex showing interior and exterior features.

FIG. 3 is another perspective view of the embodiment shown in FIG. 1.

FIG. 4 is a top view of the embodiment shown in FIG. 1.

FIG. 5 is a cross sectional view of one building associated with the embodiment shown in FIG. 1.

FIG. 6 is a top view showing an embodiment of the glass roof with respect to the buildings.

DETAILED DESCRIPTION

Referring now to the drawings, wherein like reference numerals denote like or corresponding parts throughout the drawings and, more particularly to FIGS. 1-6, there are shown various embodiments of a branded entertainment complex 100.
More specifically, FIG. 1 illustrates an embodiment of a branded entertainment complex 100 that includes one or more buildings 102 to entertain patrons, and also provide temporary or permanent lodging. The branded complex 100 may be an environment that combines cutting edge entertainment, brands, and technologies to stretch the “now” into the “new” or “next” to a create a journey for patrons never seen before such that the medium is the message. Brands may be merged into the world of entertainment such that patrons may consume the brand and also be a part of it.
The one or more buildings 102 include a plurality of windows on the exterior. One or more of these windows may be electronically controlled smart glass (e.g., variable tint glass and switchable liquid crystal glass), may have a film placed thereon, or may be perceived as a certain color based on its material properties. The film may be small, medium, large, or grandiose in nature. The film may comprise a plurality of small dots positioned such that the further one gets from the film; the more difficult it becomes to see through the film. For example, a patron on the inside of his or her hotel room may be able to look to the outside with ease. However, an outsider looking at the building may not be able to see through the window. Instead, the outsider perceives a design on the window due to the film.
With respect to the electronically controlled smart glass, in certain embodiments, it may vary from a first, transparent state to a second, translucent state. In other embodiments, the smart glass may have more than one state of translucency (e.g., clear and varying degrees of dark tint). In yet other embodiments, the smart glass may vary in clarity from clear to opaque. In embodiments where some or all windows are smart glass, the translucency or opacity may be controlled by an operator of the branded entertainment complex, a patron, or be automatic (e.g., based on time of day). For example, patrons may control one or more windows associated with their room. With respect to automatic control, the glass may be electronically controlled so that it is clear during the day. At night, the glass may be electronically controlled so that it is opaque. In this regard, a light show, brand, video, picture, or other data may be broadcast onto the opaque windows via lasers or projectors to enhance the branding of the entertainment complex. For example, “Drink PEPSI” may be projected on the top three floors a building and the windows corresponding thereto for a building branded as a PEPSI® soda can or bottle.
The one or more buildings 102 may be associated with one or more one or brands (e.g., trade indicia, trademarks, product packaging, etc.) so that patrons and non-patrons associate the one or more buildings 102 with a certain enterprise, service, product, and the like. In certain embodiments, the one or more brands may be applied to the exterior of the building (e.g., paint, film over glass, light, projector, signage, banner, etc.). Additionally or alternatively, the one or more brands may be intrinsic to the one or more buildings 102 (e.g., building shape, building materials, interaction between a first building and a second building). The shape of the one or more buildings 102 may be based on the brand associated therewith. For example, a building branded for CHEERIOS® cereal may be cuboidal in shape. A building branded for WHEAT THINS® crackers may be cuboidal in shape. A building branded for PEPSI® soda may be cylindrical in shape. A building branded for TOBLERONE® chocolate may be shaped like a triangular prism. A building branded for LINDT® LINDOR TRUFFLES® chocolate may be spherically shaped. A building branded for LINDT® LINDOR TRUFFLES® chocolate may also be shaped as the vessel that holds the chocolates (e.g., large bag, box, or individual wrapping around each chocolate). In this regard, the goodwill of an enterprise may be further enhanced and promoted while providing an attraction and the ultimate branding experience to patrons and even non-patrons (e.g., people passing by such as locals or tourists). In either case, the attraction brings people into a particular geographic area that they may not otherwise travel to. As such, the disclosure also provides economic opportunities far beyond those directly associated with the branded entertainment complex 100.
For example, in certain embodiments, one or more buildings 102 may be shaped like cans of varying types. These cans may present a design thereon (or it may be intrinsic to the building itself) so that they can be recognized as a soda can, beer can, an energy drink can, a chip can, a peanut can, and the like from a particular company or companies. In such embodiments, the cans, if more than one, may vary in dimension. For example, one building may be a larger-than-life version of a 12-fluid ounce soda can. The building may be of any shape. In this regard, the building may be cylindrical in nature to intrinsically enhance the branding of the building. Certain embodiments may include smaller details to further enhance the branding of the building. For example, the building may be designed so that the lower edge of the can is perceivable to patrons in the building design. Another building in the branded entertainment complex may have dimensions so that it is recognizable as a mini-soda can to patrons. Yet another building in the branded entertainment complex may be designed so that it is recognizable as a soda bottle. In conjunction with the shape, the buildings may also be built out of material to further enhance the brand.
In other embodiments, one or more buildings 102 may be shaped like bottles of varying types. In this regard, one or more buildings 102 may be cylindrical in nature having a first diameter portion that tapers to a second diameter portion to mimic the body and neck of a particular bottle (e.g., soda bottles, FUZE® drink bottles, STARBUCKS COFFEE® Frappuccino® coffee drink bottles, sparkling wine bottles, beer bottles, liquor bottles, water bottles, and the like). In yet other embodiments, one or more buildings 102 may be shaped, as described above, based on the brand associated therewith.
In embodiments including a plurality of buildings, a first building may be based on a first brand, a second building may be based on a second brand, and so forth. The first brand may be related to the second brand based on an overarching brand common to each such as HERSHEY'S®. For example, the first building may be branded based on the HERSHEY'S® milk chocolate bar, and the second building may be based on the HERSHEY'S® milk chocolate bar with almonds bar or HERSHEY'S® KISSES® milk chocolate. In another example, the first building may be branded based on NABISCO® OREO® cookies, and the second building may be based on NABISCO® NUTTER BUTTER® cookies. Of course, the brand or brands associated with the one or more buildings need not be associated with one another. This association may be based on, for example, product similarities, product relationship, intellectual property ownership, or consumer demand. A product relationship may include, for example, NABISCO® OREO® cookies with a milk brand.
The one or more buildings 102 also include a plurality of rooms 104 for patrons and employees. These rooms may be for lodging, entertainment, shopping, services associated with the complex (break rooms, security rooms, front desk, etc.), restaurants, and the like. In certain embodiments, rooms for lodging may include one or more of the following: hotel rooms, condominiums, town houses, apartments, and the like. Of course, these rooms may include one or more sub-rooms (e.g. bedroom, living room, bath room) and one or more levels (e.g. a first floor and a second floor connected internally by stairs).
Among the plurality of rooms 104 (shown in FIG. 2), one or more of them may also be branded. Rooms may be branded based on location, type of room, type of patron, branding of the building, and the like. Rooms may include retail and entertain such as cinemas, bars, restaurants, lounges, nightclubs, concert hall entertain, clothing stores, electronic stores, jewelry stores, and the like. For example, a large interior may be devoted to a liquid music ride 104 a. The liquid music ride 104 a utilizes a large interior space within one or more of the buildings 102, and also utilizes exterior space. The liquid music ride is a water ride that combines a river experience with music. Though not depicted in FIG. 5, the ground level, second level, third level, and fourth level each contain a plurality of rooms 104.
With respect to the can example, and specifically FIGS. 1-6, a plurality of buildings 102 a-e are shown in the shape of cans. Though not depicted, the exterior of each can is branded so that they are recognizable as, for example, PEPSI® cans, COCA-COLA® cans, etc. In the embodiment shown, the cans have different dimensions and orientations. To maintain the similarities between each can, the diameter of each can is the same. However, in other embodiments, the diameter may be different for one or more of the buildings 102 a-e.
In certain embodiments, each building 102 a-e has a height in the range of approximately 100-400 feet and also a diameter in the range of approximately 100-200 feet. Other embodiments may comprise different ranges. Some buildings may look as though they are submerged. For example, a cylindrical building may be on its side and hit the earth where its diameter is greatest to mimic a partially submerged can (with respect to the earth or other buildings).
Various dimensions, angles, measurements, and the like are contemplated for the one or more buildings. In the embodiment shown, building 102 a has a slight angle (about 15 degrees) and is branded such that it resembles a leaning can. Building 102 a has a height of 280 feet. Building 102 b is branded to resemble a can lying on its side and is partially submerged (with respect to the earth). Building 102 b has a height of 120 feet. FIG. 5 depicts one embodiment of building 102 b in relation to other levels of the branded entertainment complex 100. Buildings 102 c-e are branded such that they resemble vertical, upright cans. As shown, buildings 102 c-e vary in height to add further dimension to the branded entertainment complex 100. Building 102 c has a height of 270 feet. Building 102 d has a height of 250 feet. Building 102 e has a height of 220 feet. Each building 102 a-e has the same diameter of 140 feet. As previously disclosed, one or more measurements may be different in other embodiments involving a similar or different branding theme. Additionally, the design of the branded entertainment complex 100 may be symmetric or asymmetric.
One or more external structures 108 may be utilized and shaped to further enhance the one or more brands associated with one or more of the buildings 102 a-e. The one or more external structures 108 are associated with the one or more brands associated with the branded entertainment complex 100 such that there is a brand nexus between the one or more buildings and external structures.
For example, at the front of building 102 b, i.e. the mouth of the can, an external structure 108 a resembling a straw extends to a walkway on ground level. This is shown in FIGS. 1 and 5. Inside the straw may be one or more moving walkways, escalators, elevators, stairs, and the like. In the embodiment shown, the straw provides a further nexus for patrons to identify items generally associated with the product depicted by the buildings. Other external structures 108 may not be a straw in shape or contain moving walkways and the like.
For example, one or more of the buildings 102 a-e may have an external structure 108 b that resembles a tear drop or drip on the outside of a soda can. This external structure may be a personalized restaurant experience that travels up and down the building. Certain embodiments may include an external structure 108 b that is an elevator. Elevator 108 b provides patrons a view while providing entertain for those not within the elevator. For example, in the embodiment shown, those outside of the elevator looking upon may notice that it looks like the building (branded as a soda can) is dripping from the mouth of the “can.” The elevator may be illuminated when travelling downward to accentuate the “drip,” and may be de-illuminated when travelling upward to draw attention away from the “drip.” In certain embodiments, the elevator may always be illuminated. As such, people inside the elevator experience spectacular views of the branded entertainment complex 100 while people outside the elevator experience yet another detail-oriented external feature that further enhances the branding of the branded entertainment complex 100. External structures 108 may also be shaped similarly to the buildings. For example, external structures 108 c are structures that also resemble cans.
Shown at the front of building 102 b is an external feature 110 a associated with the branding of one or more of the buildings 102 a-e. One or more external features 110 may be utilized to further enhance the one or more brands associated with one or more of the buildings 102 a-e. The one or more external features 110 are associated with the one or more brands associated with the branded entertainment complex 100 such that there is a brand nexus between the one or more buildings and external features.
As shown, external feature 110 a may be a waterfall that exits from the front of building 102 b, i.e. the mouth of the can, so that it resembles soda being poured from a soda can. Another external feature 110 b (not shown) may be another waterfall that exits from the side of one of the “cans.” Such a waterfall makes the building look as though it has been pierced and is leaking In certain embodiments, this waterfall, just like the other, may be destined for a water park or swimming pool.
Referring now to external feature 110 c (shown in FIG. 3), a thrill ride of sorts is shown. The external feature 110 c may be a virtual-reality ride that combines the thrill of a rollercoaster with virtual reality technology to create a ride with virtual and physical dimensions. The ride may be a 2-passenger pod (shaped like a can with an interior for seating) that sits on a mechanical arm. Upon initiation of the ride, the arm moves and rotates that passenger pod to simulate a rollercoaster ride in conjunction with virtual reality.
Referring now to external feature 110 d, a ride of a more relaxing degree is shown. The ride features a plurality of arms. At the proximal end, each arm connects to a center piece. The center piece is able to translate the arms side-to-side and up and down. At the distal end, each arm has an orb, capsule, or vessel. In certain embodiments, the orb is about 20-40 feet in diameter. The interior of the vessel is configured to hold a plurality of patrons. As each vessel moves via the arm connected to the centerpiece, the external feature 110 d as a whole resembles a flowering blossom as each vessel moves away from the center and begins to rotate about the center. During the ride, one or more of the vessels may come together at the center to then proceed outward again to resemble a flowering blossom. In certain embodiments, each vessel is at the same height while they may be at different heights in other embodiments. In certain embodiments, each vessel moves in unison or the movements of each vessel are dependent on the others. In other embodiments, movement of each vessel is independent of the other vessels. One or more vessels may provide patrons with a restaurant experience. For example, patrons eat at a table within the vessel during the ride. One or more vessels may also provide a lounge environment such that patrons may enjoy the ride while sipping their favorite beverage.
Referring now to external feature 110 e, a plurality of lights beaming upward is shown. Of course, in other embodiments, there may be one or more lights and they may beaming upward or in another direction. As shown, the plurality of lights are circumferentially positioned on the perimeter of building 102 c at the top. The beams of light serve many purposes. For example, the beams serve as a beacon for all patrons and non-patrons. This beam is recognizable as the “mark” of the branded entertainment complex 100. The beams of light may also serve to broadcast the message that the building is reaching into the sky because of its celestial qualities. One or more beams of light may, at times, break into a light show such that each light rotates and is beamed upward a variety of different angles to illuminate the night sky. The beams of light may rotate outward and inward in unison to mimic a flowering blossom or pulsating beat.
Referring now to building 102 a (or other buildings in different embodiments), there may be an external structure 108 d that is an amphitheatre at its base. With structural support, the stage of the amphitheatre may be under the building. The amphitheatre is complemented by seating on various levels.
Now with respect to the branded entertainment complex 100, there may be an external structure 108 e that is a glass roof of sorts that may have a single elevation, may rise and fall and various elevations, or may have many curves to add a fluid-like feel to it. External structure 108 e may seemingly connect each of the one or more buildings.
The various embodiments and examples described above are provided by way of illustration only and should not be construed to limit the claimed invention, nor the scope of the various embodiments and examples. Those skilled in the art will readily recognize various modifications and changes that may be made to the claimed invention without following the example embodiments and applications illustrated and described herein, and without departing from the true spirit and scope of the claimed invention, which is set forth in the following claims.

Claims

1. An entertainment complex comprising:

one or more buildings that include one or more brand names affixed to an exterior thereof, wherein the one or more brand names is intrinsic to the shape of the one or more buildings;

a plurality of rooms within the one or more buildings for lodging, entertainment, and shopping, wherein one or more of the rooms include integrated features associated with the one or more brands;

one or more structures that are external in relationship to an internal portion of the one or more buildings, and are shaped to be associated with the one or more brands; and

one or more features external to the one or more buildings, wherein the one or more features are associated with the one or more brands.

2. The complex as set forth in claim 1, wherein the one or more buildings are cylindrically shaped.

3. The hotel complex as set forth in claim 2, wherein the one or more cylindrically shaped buildings are modeled after a soda can.

4. The complex as set forth in claim 1, wherein the one or more external structures includes an elevator integrated with a first building that is perceivable from the outside of the first building.

5. The complex as set forth in claim 4, wherein the elevator is shaped as a liquid drop.

6. The complex as set forth in claim 1, wherein the one or more external structures includes a structure that resembles a straw for moving patrons toward a first building of the one or more buildings.

7. The complex as set forth in claim 1, wherein the one or more buildings are symmetrically positioned if more than one.

8. The complex as set forth in claim 1, wherein the one or more buildings are asymmetrically positioned if more than one.

9. The complex as set forth in claim 1, where the one or more external features includes a plurality of light beams atop a first building.

10. The complex as set forth in claim 1, wherein the one or more external features includes a ride for patrons.

11. An entertainment complex comprising:

a plurality of cylindrically shaped buildings that include one or more brand names affixed thereto, wherein the one or more brand names is intrinsic to the shape of the one or more buildings;

a plurality of rooms within the plurality of buildings for lodging, entertainment, and shopping, wherein one or more of the rooms include integrated features associated with the one or more brands;

one or more external structures that are shaped to be associated with the one or more brands; and

one or more features external to the plurality of buildings, wherein the one or more features are associated with the one or more brands.

12. The complex as set forth in claim 11, wherein the cylindrically shaped buildings are modeled after soda cans.

13. The complex as set forth in claim 11, wherein the one or more external structures includes an elevator integrated with a first building that is perceivable from the outside of the first building.

14. The complex as set forth in claim 13, wherein the elevator is shaped as a liquid drop.

15. The complex as set forth in claim 11, wherein the one or more external structures includes a structure that resembles a straw for moving patrons toward one building among the plurality of buildings.

16. The complex as set forth in claim 11, wherein the plurality of buildings are symmetrically positioned.

17. The complex as set forth in claim 11, wherein the plurality of buildings are asymmetrically positioned.

18. The complex as set forth in claim 11, wherein the one or more external features includes a plurality of light beams atop a first building.

19. The complex as set forth in claim 11, wherein the one or more external features includes a ride for patrons.