Consumer luxury hotel brand name – Wynn Las Vegas

Wynn

This one holds the record for our longest kickoff meeting to date - ten hours locked (literally) in the penthouse of the soon-to-be-demolished Desert Inn.

During the initial meeting, an agent of Sotheby's had arrived with a multitude of iconic paintings in tow, prompting talk of naming a hotel that was to be a timeless work of art.

The new name was announced to the press as "Le Reve" ("The Dream"), after a Picasso painting. As the opening of the hotel drew near, the actual name, Wynn Las Vegas, was announced. Which is as it should be: a great work of art, signed by the artist.