Winston Fisher of Fisher Brothers had a 90-acre parcel of land just off the Las Vegas Strip and a desire to do something different. Beneville Studios analyzed the needs of both the land and the city, and layered in the ambitions of the client. The result was AREA15 — a radical reinvention of experiential retail and the world’s first purpose-built art, entertainment, and retail complex. Spanning more than 200,000 square feet, AREA15 brings together immersive activations, live events, monumental art installations, cutting-edge technology, bars, eateries, and retail in a vibrant, ever-evolving ecosystem that has become one of Las Vegas’s most dynamic destinations.