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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.

Solution

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
JFK_EntranceAxialView
JFK_Speakeasy
JFK_FamilyRoom

The lounges look terrific — almost enough to make me take up commercial flying…but not quite.”

Warren Buffett

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Interested in learning more about this project and other work? Get in touch

Columbus

121 Thurman Avenue
Columbus, OH 43206
614-607-7900

Atlanta

3344 Peachtree Road Ne
Suite 1200
Atlanta, Georgia 30326
470-378-3300

Boston

500 Cummings Center
Suite 2500
Beverly, MA 01915
614-607-7900

Phoenix

51 West 3rd Street
Suite 201
Tempe, AZ 85281
480-626-6304

New Jersey

8 Campus Dr
Parsippany, NJ 07054
614-607-7900

Chicago

200 E Randolph St.
Chicago, IL 60601
614-607-7900
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