U.S. patent application number 13/228270 was filed with the patent office on 2013-03-14 for branded entertainment complex.
This patent application is currently assigned to David Michaels. The applicant listed for this patent is David Michaels. Invention is credited to David Michaels.
Application Number | 20130065701 13/228270 |
Document ID | / |
Family ID | 47830346 |
Filed Date | 2013-03-14 |
United States Patent
Application |
20130065701 |
Kind Code |
A1 |
Michaels; David |
March 14, 2013 |
BRANDED ENTERTAINMENT COMPLEX
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.
Inventors: |
Michaels; David; (London,
GB) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Michaels; David |
London |
|
GB |
|
|
Assignee: |
Michaels; David
London
GB
|
Family ID: |
47830346 |
Appl. No.: |
13/228270 |
Filed: |
September 8, 2011 |
Current U.S.
Class: |
472/136 |
Current CPC
Class: |
E04B 1/34 20130101; E04B
2001/0053 20130101; E04H 3/02 20130101; E04H 1/005 20130101 |
Class at
Publication: |
472/136 |
International
Class: |
E04H 3/10 20060101
E04H003/10 |
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.
Description
TECHNICAL FIELD
[0001] This description relates to the design of buildings.
BACKGROUND
[0002] 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.
[0003] 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.
[0004] 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.
[0005] 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.RTM. hotel and casino is shaped like a
pyramid, the EXCALIBUR.RTM. hotel and casino is shaped like a
castle, whereas the NEW YORK-NEW YORK.RTM. hotel and casino is
shaped like the city of New York, N.Y. The ARIA.RTM. casino and
hotel, the VDARA.RTM. hotel, and the COSMOPOLITAN.RTM. 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.
[0006] 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
[0007] 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.
[0008] 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.
[0009] 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
[0010] 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
[0011] FIG. 1 is an elevated perspective view of an embodiment of a
branded entertainment complex.
[0012] FIG. 2 is a side view of one embodiment of the branded
complex showing interior and exterior features.
[0013] FIG. 3 is another perspective view of the embodiment shown
in FIG. 1.
[0014] FIG. 4 is a top view of the embodiment shown in FIG. 1.
[0015] FIG. 5 is a cross sectional view of one building associated
with the embodiment shown in FIG. 1.
[0016] FIG. 6 is a top view showing an embodiment of the glass roof
with respect to the buildings.
DETAILED DESCRIPTION
[0017] 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.
[0018] 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.
[0019] 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.
[0020] 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.RTM. soda can or bottle.
[0021] 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.RTM. cereal may be cuboidal in shape. A building branded
for WHEAT THINS.RTM. crackers may be cuboidal in shape. A building
branded for PEPSI.RTM. soda may be cylindrical in shape. A building
branded for TOBLERONE.RTM. chocolate may be shaped like a
triangular prism. A building branded for LINDT.RTM. LINDOR
TRUFFLES.RTM. chocolate may be spherically shaped. A building
branded for LINDT.RTM. LINDOR TRUFFLES.RTM. 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.
[0022] 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.
[0023] 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.RTM.
drink bottles, STARBUCKS COFFEE.RTM. Frappuccino.RTM. 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.
[0024] 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.RTM.. For example, the first building may be
branded based on the HERSHEY'S.RTM. milk chocolate bar, and the
second building may be based on the HERSHEY'S.RTM. milk chocolate
bar with almonds bar or HERSHEY'S.RTM. KISSES.RTM. milk chocolate.
In another example, the first building may be branded based on
NABISCO.RTM. OREO.RTM. cookies, and the second building may be
based on NABISCO.RTM. NUTTER BUTTER.RTM. 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.RTM. OREO.RTM.
cookies with a milk brand.
[0025] 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).
[0026] 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 104a. The liquid music ride 104a 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.
[0027] With respect to the can example, and specifically FIGS. 1-6,
a plurality of buildings 102a-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.RTM. cans,
COCA-COLA.RTM. 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 102a-e.
[0028] In certain embodiments, each building 102a-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).
[0029] Various dimensions, angles, measurements, and the like are
contemplated for the one or more buildings. In the embodiment
shown, building 102a has a slight angle (about 15 degrees) and is
branded such that it resembles a leaning can. Building 102a has a
height of 280 feet. Building 102b is branded to resemble a can
lying on its side and is partially submerged (with respect to the
earth). Building 102b has a height of 120 feet. FIG. 5 depicts one
embodiment of building 102b in relation to other levels of the
branded entertainment complex 100. Buildings 102c-e are branded
such that they resemble vertical, upright cans. As shown, buildings
102c-e vary in height to add further dimension to the branded
entertainment complex 100. Building 102c has a height of 270 feet.
Building 102d has a height of 250 feet. Building 102e has a height
of 220 feet. Each building 102a-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.
[0030] 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 102a-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.
[0031] For example, at the front of building 102b, i.e. the mouth
of the can, an external structure 108a 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.
[0032] For example, one or more of the buildings 102a-e may have an
external structure 108b 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
108b that is an elevator. Elevator 108b 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 108c are structures that also resemble
cans.
[0033] Shown at the front of building 102b is an external feature
110a associated with the branding of one or more of the buildings
102a-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 102a-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.
[0034] As shown, external feature 110a may be a waterfall that
exits from the front of building 102b, i.e. the mouth of the can,
so that it resembles soda being poured from a soda can. Another
external feature 110b (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.
[0035] Referring now to external feature 110c (shown in FIG. 3), a
thrill ride of sorts is shown. The external feature 110c 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.
[0036] Referring now to external feature 110d, 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 110d 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.
[0037] Referring now to external feature 110e, 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 102c 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.
[0038] Referring now to building 102a (or other buildings in
different embodiments), there may be an external structure 108d
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.
[0039] Now with respect to the branded entertainment complex 100,
there may be an external structure 108e 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 108e may seemingly connect each of
the one or more buildings.
[0040] 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.
* * * * *