Lounging in the Art of Service
A new channel for exposure that immerses travelers in an aspirational experience of the brand promise

Business Challenge

Determined to offer an innovative way for cardmembers to experience unsurpassed world service, American Express worked with Big Red Rooster to create the Centurion Lounge. The airport oasis not only serves as a high-end respite for travelers, but as a touchpoint to communicate to customers that Amex is a lifestyle brand. Big Red Rooster delivered full design services – interiors, planning, communication, and documentation,  operationalized design for rollout and localization and developed and maintains design guidelines and specs to guide all expressions of the lounge.


We designed a lounge with just the right mix of decor, amenities, and signature brand elements, which cardmembers will experience in every lounge.

  • Agency of Record for 3D branding since 2009
  • Cardmember ratings – 90% overall satisfaction, 94% likelihood to revisit
  • 9 lounges open worldwide with more planned
  • 4 sporting and special event experiences open
Interested in learning more about this project and other work? Get in touch