MARYLAND LIVE! CASINO

NEW YEARS EVE 2025

CHALLENGE

We were asked to transform The Hall at Maryland Live! Casino into a mystical New Year’s Eve destination—an immersive world where guests choose their path: one good, one bold and bewitching.

Neon-lit display with three arches, the middle arch displaying the words "You're Gonna Be" and the left and right arches labeled "Popular" in a casino or arcade setting.
Steampunk inspired entrance to an event called Spellbound with floral arrangements at the base of two green and pink themed gates, and a sign overhead indicating event floor seating near Door 1.
Decorative arch with illuminated white butterfly wings, surrounded by pink and white floral arrangements, with a pink cloud background and a sign that reads 'Prepare to be Spellbound' at an event called NYE 2025.

OUR APPROACH

We built a large-scale experiential journey that flowed through entrances, gaming floors, dining venues, lounges, and every major guest touchpoint, crafting two parallel design narratives—one for each chosen path.

Stage with a large digital screen displaying a New Year's message, green neon rings hanging from the ceiling, a chandelier made of foliage, and musicians setting up equipment.
Casino registration desk decorated for New Year's Eve 2025, with balloons and colorful decorations.
Decorative posters advertising the event 'Spellbound' with the phrases 'Live!' and 'Prepare to be Spellbound NYE 2025,' featuring colorful cityscape and arc design, set inside a venue with hanging orange lanterns and warm lighting.

RESULTS

The activation drove strong guest engagement, with attendees stopping to photograph the environment and calling out the immersive experience—from the steampunk-inspired entrance to the interactive hot air balloon photo op. The continued success resulted in repeat New Year’s Eve engagements year after year.

  • A colorful poster of a hot air balloon with the text 'PREPARE TO BE SPELLBOUND NYE 2025' in a diamond shape, displayed on a wall.

  • Colorful decorative display with a rainbow, green cityscape silhouette with a middle finger gesture, and the word 'love!' in a shopping mall or entertainment complex.

  • Decorative photo booth backdrop with floral arrangements on either side and a broomstick crossing at the bottom, for a 'Spellbound' New Year's Eve event.

  • Entrance to Luk Fu restaurant inside a casino or entertainment venue, decorated with large red poppy flowers on black drapes, neon green fairy lights, and colorful rainbow signs at the bottom of the drapes.

  • Flower arch decorated with pink flowers, lit with purple lights, and a sign that reads "Prepare to be Spellbound" for a New Year's Eve event in 2025.

  • A decorative sign on the floor with a yellow brick wall background, reading 'Prepare to be Spellbound NYE 2025.'

  • Colorful display with two painted houses featuring straw roofs and decorative flowers, with a sign above that says "Live!" and large paper flowers nearby.

  • Decorative display with green, gold, and teal balloons arranged on a grassy mat, with dark green leaves and flowers nearby, and a sign that reads 'Prepare to be Spellbound, NYE 2025' against a black glittery backdrop at an indoor event.

  • Pink bubble and balloon decoration with a pink feathered backdrop and a pink frame, featuring the Pellbound logo, set in a modern indoor space.

  • Large stage with a colorful digital screen displaying 'Live! Happy New Year!' in gold and red letters. The stage is set in an event hall with a dance floor in front and small tables with chairs on either side. Microphones and sound equipment are arranged on the stage.

  • Decorative display with a fantasy castle illustration on a green backdrop, floral arrangements, a stepped platform with neon lighting, and geometric wire sculptures.

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