Jonathan Morr’s Mainland Opens In Las Vegas

Mainland_entrance

What does Las Vegas have in common with Asian restaurants? Luck! Jonathan Morr, the restauranteur who brought us NYC favorites Republic, Stand, and Bond St., has just opened Mainland, a pan-Asian noodle restaurant in Las Vegas. Having worked with Morr on Manhattan’s gourmet burger restaurant Stand, Base designed the identity for Mainland, playing on the concept of luck.

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Also key is the theme of East-meets-West, manifested in juxtaposed single-color head silhouettes of Mao and a Vegas-years Elvis.

Mainland_interior 2

Working with the bold interior designed by India Mahdavi, we opted to focus on content, bringing in BaseWords to contribute a series of fortune-cookie messages incorporating luck. Because the large, open restaurant adjoins a mall (the Palazzo at the Venetian), Mahdavi broke up the space with large, colorful mushroom pillars for a more intimate setting.

Click here for an exclusive interview with Jonathan Morr, in which he talks about fast food, restaurant branding, Calvin Klein underwear, and his mean Bolognese.