HOTEL DIABLO ALBUM/TOUR (2019)
CLIENT: Machine Gun Kelly

ROLE: Creative + Art Direction

OBJECTIVE:
For his fourth studio album, Machine Gun Kelly wanted to unify his creative. Historically, it was done by many unaligned creatives. He was looking for the album campaign, album/tour art, over-the shoulder content and experiential concepts.

RESULT:

We began to plan a physical world that would be "Hotel Diablo". We would start by building out small identifiable elements of the "hotel"; desk bell, door hangars, door peepholes etc. This would lead to the album drop which was the room key. Based on some wild party recollections, a "cocaine" style lettering was designed. It was a connection to the excesses of a party life and also a visceral reminder of the constant temptation. It would all culminate on tour with "Hotel Diablo" experiential events.