Client: JCJ Architecture
Role: Environmental & Experiential Design, Signage, Wayfinding

Design Yoo Sonderman, in collaboration with JCJ Architecture, led the reinvigoration and expansion of the existing Valley River Casino in 2024. The project doubled the size of the casino floor, relocated the hotel lobby, and introduced a new hotel tower along with a multi-level parking deck.

Wayfinding emerged as a major challenge, prompting the design team to completely rethink how visitors and hotel guests approach and navigate the property. To support orientation and enhance guest experience, distinct themed identities were developed for the two hotel towers. A vibrant color palette, drawn from the dynamic energy of the casino floor, was extended throughout the resort, creating a cohesive and balanced transition between spaces.

Photography by Harrah’s Cherokee Valley River Casino and Design Yoo Sonderman