Belvedere · 2023

Belvedere 10

Where the product is the system.

Veuve Clicquot Sun Club

Extending Veuve Clicquot's Sun Club identity into a modular brand system and toolkit for venues and accounts, and building its Las Vegas edition at Fontainebleau's Legacy Pool.

Brand System Production Design Environmental Design Art Direction

ClientVeuve Clicquot
Moët Hennessy USA

VenueFontainebleau Las Vegas

AgencySTADM

RoleCreative & Production Design

Team LeadMaxwell Davidson

ProductionJeffrey Hatfield

PhotoIsabel Ng

Year2025

Brand toolkit built for multiple venues and accounts

3,000+

Branded RICH glasses deployed poolside

950

Custom Sun Club hand fans produced

200

Guests at the June 25 opening reception

The brand book gave us a wordmark, two typefaces, and a stripe. The work was teaching them to become a pool.

The Brief

Turn a brand book into a system that can travel.

Sun Club is Veuve Clicquot's summer platform, an ode to a life under the sun that takes over rooftops, beach clubs, and pools in destinations around the world. The Maison provided the core identity: the Sun Club wordmark, the Veuve Clicquot Serif and Floriane Cadillac typefaces, the RICH and Road to the Sun symbols, and the signature yellow stripe.

STADM's role was to extend those assets into a working system: a toolkit any US venue or account could adopt, and a first full expression of it at Legacy Pool, Fontainebleau Las Vegas. The pool stayed open to hotel guests throughout, so every piece had to install overnight and live alongside daily operations. What does a brand book become when it has to work at the scale of a resort?

The Brand System

Six rules. Any surface.

The system was built from the Maison's guidelines outward. Each rule had to hold whether the surface was a hand fan or an eleven-foot photo wall, a printed menu or an embroidered cushion.

"One proportion became the container — wide band, two pinstripes — and it could hold the lockup on a banner, an arch, or a fan."

Sun Club × Fontainebleau Las Vegas lockup

Rule 01

The Lockup

The navy Sun Club wordmark, a secondary line naming the host, and the Veuve Clicquot signature, always present. The destination line swaps for any venue or account, which is what lets one identity serve many locations.

Rule 02

Typography

Veuve Clicquot Serif carries all main text. Floriane Cadillac, a formal script, is reserved for detail moments: menu titles, the Rich Cuvée card, a single flourish per surface.

Rule 03

Color

Clicquot yellow, cream, navy, and pool blue. Yellow and cream build the surfaces; navy is held for type and stitching; pool blue grounds the lower register, connecting every graphic to the water it sits beside.

Rule 04

The Stripe

Two expressions of one pattern. The vertical band frames the lockup on signage. The full cabana repeat dresses soft goods, umbrellas, and the photo wall, where the pattern itself becomes the brand.

Rule 05

Symbols

The VCP anchor seal marks the new RICH cuvée, always set in capitals. The sun symbol belongs to the Road to the Sun program. Each appears only where its product or program does.

Rule 06

Templates by Shape

Arch, banner, rounded panel, arrow, fan, folded menu. Each shape carries the same lockup grammar and legal line, so a new venue receives a set of ready forms rather than a set of rules to interpret.

Applications

Designed to the architecture already there.

Legacy Pool came with its own strong character: a green steel pergola, a patterned breeze-block wall, a gold-framed bar. Each graphic was drawn to its existing frame rather than placed over it.

The entrance arch insert follows the pergola's curve. The bar wall graphic sits inside the original archway, keeping the patterned wall visible around it. The bar-back banner mounts with removable thumb screws into existing perforated metal, a three-minute install that leaves a working bar untouched. The 11 × 8 ft photo moment sets the full stripe over pool blue, finished with oversized float rings.

Craft

The system, at arm's length.

The pieces guests touch carried the most detail. Lounge cushions were embroidered in the cabana stripe, with three logo placements prototyped — headrest, footrest, sewn patch — and tested at the venue before the headrest version was approved. Stitching moved from black to navy to match the type system. Custom barstool cushions, throw pillows, and towels followed the same specification.

Wardrobe extended the system to people: branded swimsuits, tees, and caps for venue staff and talent, paired with white linen shorts sourced by STADM so the palette stayed cream, yellow, and navy from head to toe.

"A logo on a cushion is a placement decision. We tested three before choosing one."

Service followed the brand's RICH ritual — poured over spherical ice into branded glassware, presented on float-ring trays and in woven ice buckets — so the system reached the glass itself.

Embroidered Veuve Clicquot cushion detail

The System in Space

A pool, rewritten in one language.

The plan mapped every touchpoint against the pool's footprint: entrance arch, photo moment, bar graphics, vinyl cabana headers, and a rhythm of striped parasols and Sun Club tables along both decks. Each zone was rendered as a décor swap first, then built and installed overnight around live operations.

The June 25 opening reception brought 150 to 200 guests to Legacy Pool, with ten cast talent as greeters and atmosphere. The DJ booth was an existing Sun Club retail unit, carried over from another account — an early sign of the toolkit working as intended.

Legacy Pool, Fontainebleau Las Vegas, as Sun Club

Result

A brand book that became a place.

Toolkit

One system, ready for the next venue or account.

Legacy Pool became a fully realized Sun Club: seven custom fabricated pieces, more than 3,000 branded RICH glasses, 950 hand fans, and a pool dressed end to end in a single visual language, opened to guests on June 25, 2025.

The lasting output is the system behind it. The lockup grammar, shape templates, color and stripe rules, and soft-goods specifications are built for reuse: swap the destination line, keep everything else. Las Vegas was its first full expression, and the format is ready to travel.

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