Project Description

american express

American Express featured work image


American Express has a premium cached in the credit/charge card industry.  Their products range from Black Card, Platinum Card, Gold and Green Card to rewards programs such as Membership Rewards to Travel Services.  Based on our strategy work for the brand related to the friction of Membership Rewards, A&P were brought in to help define what a premium airport lounge experience might be for the elite traveler.


Our team spent months spending time in several airport lounges in order to observe offerings and more importantly the likes and frustrations of the elite traveler.  Additionally, we conducted Playground Sessions so we could collaborate with consumers to create the ultimate lounge experience (The Centurion Lounge).  An experience that included: larger lounge areas, Business pods and conference rooms, Bars featuring popular mixologists and Menus created by Michelin Chefs.