Project GK is an ultra-luxury integrated resort envisioned for the Las Vegas Strip- designed to stand shoulder-to-shoulder with the world’s most rarified hospitality icons. Blending design obsession with a hand-curated retail promenade of heritage fashion houses, the property positions itself not as a hotel, but as an international statement of taste.
The Projekt Co entered at concept stage, crafting the brand ethos, naming directions, investor story, and visual language that secured alignment among developers, capital partners, and operators.
“When ambition needed a voice, we made it resonate- quietly.”
Pre-conceptual Rendering of Proposed Development, 2024
Contributions
Brand Positioning & Naming
Defined the property’s brand pillars: discretion, provenance, and multi-generational prestige.
Crafted naming options and tonal archetypes to evoke heritage and scarcity.
Assembled mood boards and narrative cues for architect, interior, and retail partners.
Investor Narrative & Collateral
Wrote and designed confidential pitch decks used in founder-level capital discussions.
Framed the resort as an asset rooted in scarcity rather than spectacle.
Integrated lifestyle visualizations, phased financials, and retail strategy into a cohesive story flow.
Strategic Advisory
Advised on curated luxury-retail mix to elevate ADR and non-gaming revenue.
Developed founder talking points and Q&A prep for UHNW and family-office presentations.
Provided stealth support in cross-functional sessions between developers, architects, and operators.
Outcome
Project GK moves toward entitlement with a cohesive, investor-ready identity- its vision crystal-clear and its collateral speaking fluent ultra-luxury. The groundwork laid by The Projekt Co ensures that when doors open, the hotel will not need to shout; it will simply arrive.
Our Role
Brand Strategist · Creative Director · Strategic Operator
The Projekt Co helped shape the vision from its inception. We led brand positioning, naming direction, tonal development, and investor presentation strategy- delivering materials that aligned capital, operators, and creative leadership around a singular, ultra-premium identity.
