Setting up shop in Las Vegas

Welcome to Setting Up Shop, a new series in which we take you around the world to the most dynamic and emerging luxury shopping hubs, introduce you to the customers, and get an understanding of what makes the local market tick. This series is part of our Vogue Business Membership package. To enjoy unlimited access, sign up for Membership here.

What happens in Vegas stays in Vegas, right? Not so fast. A vibe shift is afoot in Sin City, where — thanks to massive investment — sports and entertainment are now set to rival gambling, clubbing and conference-hopping as the city’s key attractions. Luxury brands — and customers — are following the money.