A great article from WIRED abut how interior design of casinos can increase customer experience and how this results in increased revenues.
As conceived by Wynn and Thomas, the Bellagio’s casino represented a $1.6-billion bet on human psychology. The gamble paid oﬀ: the Bellagio generated the largest proﬁts for a single property in Las Vegas history. And this income wasn’t a by-product of scale—the Bellagio was less than half the size of the MGM Grand—but a direct result of the way that Wynn’s guests spent money. Per guest room, the resort generated four times as much revenue as the Las Vegas average.
Thomas’s sumptuous designs led people to spend as they’d never spent before, and, in the years since the Bellagio was completed, research has supported the psychological assumptions that went into its creation. Karen Finlay is a professor at the University of Guelph, in Ontario, who focusses on the behavior of gamblers. Her latest experiments have immersed subjects in the interiors of various Vegas hotels by means of a Panoscope, which projects three hundred and sixty degrees of high-deﬁnition video footage. There are slot machines and card tables in every direction.