There's a monkey in Las Vegas and he lives at SLS. His face welcomes you into your room, portraits of him adorn the walls throughout the casino and invite you to a drink. This mischievous, playful, naughty, fun little creature embodies the spirit of the hotel. In creating the brand campaign, look and feel, we had one rule: Be as mischievous as possible and break every rule. Okay, make that two rules. See, we just broke another rule. 

This is where the "Masters of Mischief" live.