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American Express Launches New Payment Feature With Department Store-Theme Photo Ops

The financial services company celebrated its new mobile payment feature with interactive, Instagram-worthy art installations.

By Ian Zelaya October 9, 2017, 7:31 AM EDT

A bridal-inspired installation included a larger-than-life cake replica, created with faux florals and a mannequin wearing a wedding dress. 

Photo: Michael Simon

To celebrate the launch of its new payment feature Pay It Plan It, American Express recently hosted an Instagram-friendly event in New York inspired by department-store shopping.

The new millennial-minded mobile feature gives card members a new way to pay off credit card purchases: Consumers can pay for certain purchases of $100 or more in installments, and have the option to separate select purchases from the remainder of their credit card bills. To illustrate this, American Express tapped experiential marketing company ExtraExtra Creative to design a variety of interactive art installations that were meant to deconstruct the department-store shopping experience. 

The event, which took place October 3 at an event space at 207 Front Street at the South Street Seaport, featured colorful environments inspired by travel, weddings, and home decor. Each installation was designed to invite guests to pose for photos. The home store area featured eye-catching yellow chairs and neon imagery, the travel section included a deconstructed globe and snorkel props, and the bridal section showcased faux florals on a wedding cake replica. Other photo ops included a shopping-inspired photo booth with hanging gift bags as a backdrop. Brand ambassador Samira Wiley from The Handmaid's Tale and Orange Is the New Black also was onsite to promote the new feature. 

Here's a look at how American Express celebrated the Pay It Plan It through interactive art. 

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