There's a highly refined 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 sophisticated mischief-maker embodies the spirit of the hotel. In creating the brand campaign, look and feel, we had one rule: Be as naughty as possible and break every rule. Okay, make that two rules. See that, we just broke another rule. 

This is where the "Masters of Mischief" live.