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PLAY by American Express Platinum

American Express
The Challenge

Spark joy for the next generation of Amex Platinum Card Members at Miami Art Week.

Millennials and Gen Z are Amex’s fastest growing Platinum Card Members; over the last year, Platinum account acquisitions reached record levels.

Miami Art Week — the industry’s buzziest cultural moment and a Card Members favorite — was an opportunity to build buzz across social media and national media outlets.

The Insight

Nostalgia's place in the cultural conversation presented a Platinum opportunity to cater to Card Members' passion for toys and art.

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At our PLAY installation, Platinum Card Members were invited to indulge their inner child, to touch and feel and toss the art.

The Solution

Build a world in which our Card Members could PLAY with the art.

We commissioned artists including Eny Lee Parker and Kumkum Fernando to fill an enormous, fantastical, platinum gallery-meets-toy house — a work of art in its own right — to drive excitement and offer Platinum Card Members a once in a lifetime experience.

The massive playscapes installed inside the interactive gallery drove genuine excitement.

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We partnered with renowned creative studio, PlayLab, Inc., to construct the first of its kind toy house. Mattel Creations provided exclusive programming by Shantell Martin and Daniel Arsham.

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The artists reimagined iconic toys as collective works of art, which we previewed for the press at an intimate NYC press preview ahead of the Miami installation.


An invite-only “House Party,” filled with celebrities and influencers, drove social conversation and secured post-event coverage. Vogue called it “the most fashionable Art Basel Miami Beach party.”


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