Recognizing a changing customer loyalty landscape, American Express decided to pursue a new business strategy and take its brand where cardmembers live, work, play, and travel.

American Express worked with Big Red Rooster to design a differentiated travel experience — The Centurion Lounge — that delivered on brand promise and embodied its commitment to the art of service. The luxurious, curated airport lounge rewards members with unexpected services and unparalleled amenities.

The Centurion Lounge is more than a space. It’s a brand experience. Designed around the customers’ needs and wants, The Centurion Lounge represents American Express’ service ethos in a tangible way. Iconic design furnishings and multisensory elements are pulled together in a modern, memorable environment that transports guests away from the hectic atmosphere of a concourse.

New lounges highlight location specific design features like private spaces that draw upon famous architecture, a speakeasy, craft beer and distilleries, and art that is curated through celebrity partners.

American Express’ brand exudes from every touchpoint within the space, as the team has been reinterpreting the brand’s new visual identity through patterns, materials, filigrees, the Blue Box, and the Centurion himself. Signature sounds and scents enhance the multisensory environment. The result – A seamless experience with a singular visual vocabulary.

The first Centurion Lounge opened at the McCarran International Airport in February 2013, followed by eight lounges nationwide and the first international Lounge in Hong Kong. New lounges slated to open in 2018/ 2019 include New York’s JFK, Denver, Los Angeles, London, and additional international sites.

The American Express Centurion Lounge has garnered national attention from well-known publications such as USA Today, Business Insider, and Architectural Digest.