Heroza Design


TFG_Learning from Las Vegas 2.0  /  2024
Simplified cronograph (dropdown)
Spatial and cronological analysis of every hotel on the Strip since 1941
Cover design
The design features a sleeve in sketch paper, mirroring the inserts, to protect the custom embossing on the cover.

Catalogue of parts
Featuring defining elements of seven major hotels on the Las Vegas Strip
Layout detail
The Open Call section features a selection of projects from emerging practices reflecting on the themes of the publication.

Internal layouts
Printed on satin paper with sketch paper inserts
Cover detail
Custom printed on pink card with white stamp embossing


Extended cronograph

TFG_Learning from Las Vegas 2.0
Design: Marta Hervás Oroza
Tutor: Héctor Navarro (ETSAM)
Printing: Iarte
In 1968, Robert Venturi and Denise Scott Brown carried out an analysis of the city of Las Vegas, which resulted in the publication of the architectural literature classic, “Learning from Las Vegas”. Their study explored commercial vernacular architecture and the tendencies observed in it. This Thesis revisits the original analysis to examine how the city and its architecture have evolved along the past five decades, using U2’s residency at The Sphere as a case study. the research concludes that the metamorphoses experienced by the Las Vegas Strip since Venturi and Scott Brown’s visit have turned it into a living lab for architectural experimentation, giving birth to new typologies and evolving the architecture of communication into an immersive experience, where scenography and spectacle take on a crucial part in the configuration of urban space.

Bachelor Thesis in Architecture at the Polythecnic University of Madrid, revisiting the book by Venturi and Scott Brown, “Learning from Las Vegas”. The complete thesis can be found on the UPM digital archive.

It features an analysis of the current urban and architectural state of the city of Las Vegas, along with a 20 page catalogue and a timeline of the main hotels on the Strip over the last 50 years.


© Marta Hervás Oroza 2026Contact

IG @buratonegro
martahervasoroza@gmail.com


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