American Express: Platinum Studio

The Ask
American Express wanted to fuel the promise of ‘better living’ by taking over Art Basel 2021 and reflect overarching business objectives and a new initiative: Art x Platinum. In addition to providing access and elevated experiences to Platinum Card Members and prospects, American Express was launching their new Art x Platinum designs.

Solution
As a premium lifestyle brand, American Express Card Members love the arts, including entertainment, music, and fine art. American Express connects Card Members to the things they love, and the company itself reflects these interests in their products and services.

The art world is one of the hardest scenes to break into. So, this year at Art Basel, American Express Card Members will be given an exclusive experience right at the heart of it.

Platinum Studio is a masterfully curated beach oasis at The Miami Beach EDITION featuring various programming that bring to life both the benefits of Platinum Membership, supports the emerging artist community and introduces the new Art x Platinum designs. A custom web-based experience led guests through the full experience:

• Exclusively curated artwork collection with leading marketplace Artsy

• Design pieces curated by Surface Design displayed throughout the space

• Premium dining experiences with Global Dining Access partners Carbone and Cote

• Signature wellness classes by Equinox

• UNSTAGED performance by three-time, GRAMMY® Award-winning, multi-platinum superstar

• Lizzo performed live and live-streamed

Results

• Platinum Studio saw 2,447 guests across 4 days of programming

• 64% of Artsy artwork created by emerging artist sold on site at Platinum Studio • 1,685 page views across 4 days on the custom web experience

• 525 attendees for Lizzo’s UNSTAGED closing performance