Lake Las Vegas, a proposed Storied Places site for a development of luxurious townhomes required naming, branding, corporate identity, site photography, DC's as well as a sensual story line reminiscent of first love.
The name La Scala [meaning the stairs in Italian] was born. These upscale Mediterranean villas with outdoor showers seemed to rise above the desert cliffs demanding an elegance in identity deserving of its namesake. La Scala, located 30 minutes north of Las Vegas, soon had its iconic brand of living a legacy.
A quick story. While on the proposed site photographing the lake at 4am, the sun’s rays spilt over the surrounding desert cliffs turning the red earth into a virtual pantone chart of descending shades of crimson. Everything shifted. The blue oasis took on rose highlights of the scant clouds above. I had the privilege of witnessing this natural drama play itself out along with an aria of coyotes echoing off the canyons. I’ll always have a special place in my heart for that moment and for La Scala, the stairway to heaven.