Miami Art Week is one of the cultural cornerstones of not just the art world but also the cultural calendar as a whole. We were challenged to not just show up, but to make news and put American Express Platinum in the cultural conversation with Gen Z and Millennial attendees. For this target audience, to drive brand preference, it is crucial to be relevant. We tapped into their insatiable thirst for nostalgia to establish an even deeper connection with them and give them an exciting new way to experience art at Miami Art Week.

At Miami Art Week, the art evolves yearly, but the experience remains the same: walking through galleries, standing behind ropes, staring at art through glass.

This year, American Express reimagined the experience for a GenZ and Millennial audience by doing the unthinkable: letting them touch and even play with the art.

In partnership with creative studio, PlayLab, Inc., PLAY was a captivating experience set in an enormous, toy-block inspired platinum house built on the sands of Miami Beach.

In the end, Platinum reimagined what appreciating and collecting art looks and feels like on one of art’s biggest stages.

Our target started with existing Card Members and approvable prospects. Then, we further focused on two smaller sub-groups. The first was tastemaker Gen Zs, the new voices defining culture. The second was Millennials rapidly adopting culture as it forms. A deep dive into these audiences drove us to find a shared, deep interest in nostalgia. As well as the best stage in culture to reach them: Miami Art Week. Here, we could create an experience that could tap into nostalgia in a new way, while also giving us a platform to engage lifestyle, industry, and trade media.

Our giant platinum house inspired by toy blocks was filled with massive playable art pieces, like a vibrant robot seesaw and an enormous race car ball pit, that made art lover attendees feel like kids again.

To create the visionary toy art collection, we collaborated with today’s hottest artists: Eny Lee Parker, Surin Kim, Serban Ionescu, and Kumkum Fernando. We also launched limited-edition toys by Mattel Creations with two of today’s biggest artists, Daniel Arsham and Shantell Martin.

These collectibles were exclusively available at the exhibition or via our online store—making it possible for Card Members to take a piece of the experience home or engage beyond the beach.

At Art Week, we threw out the rule book and created the most captivating experience with some of the most unique art and redefined what art experiences can be.

TARGET AUDIENCE OUTCOMES

- 2,750+ Card Member and Card Member guest attendees

- 48% category Share of Voice at Miami Art Week among Gen Z and Millennial outlets

- 90% of potential influencer reach with Gen Z and Millennials

- Coverage: Hypebae, The Cut, and PAPER Magazine


- 443% Higher engagement rate than industry average

MEDIA OUTPUTS

- 84 Earned Stories reaching fashion, art, travel, and culture target outlets across the globe, including the US, Canada, South America, Europe, and Australia.

- Cool Hunting, WWD, The Cut, Hypebae, Distractify, Wallpaper, Vogue, Harper’s Bazaar, and AFAR

- 100% Positive to Neutral Sentiment

- 443% above influencer engagement rate industry benchmark

- 1.5M potential influencer reach

- 20.8M potential social impressions for the House Party

BUSINESS OUTCOMES

- 40%+ category Share of Voice at Miami Art Week, 63% more than our closest competitor (JP Morgan/Chase)

- Platinum reimagined what appreciating