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LONDON Since launching in 2017, the American Express Platinum House has turned into one of the brand’s tentpole activations to engage Platinum and Centurion cardmembers, influencers, and other guests at major events in the U.S. The interactive, stylish pop-up has traveled everywhere from Coachella and Art Basel to the Food & Wine Classic in Aspen—and each time it has presented different design elements and activities to complement the atmosphere of that specific event. Most recently, American Express took the activation across the pond for its first international edition, to coincide with London Fashion Week.
The London version of American Express Platinum House took place September 13 to 16 and offered experiences helmed by members of the brand’s Platinum Collective group, musical performances, a fashion show after-party, and curated menus from American Express Global Dining Collection restaurants.
“Fashion is a big passion point of our Platinum cardmembers,” said Amy Marino, vice president of experiential marketing and talent management for American Express. “So bringing Platinum House to London Fashion Week was a great opportunity to bring Platinum benefits, service, and access to life for cardmembers and their guests at a place typically reserved for industry insiders.”
The pop-up, which was produced and designed by Momentum Worldwide, took over the former site of arts college Central Saint Martins. The activation paid homage to British designers and London Fashion Week through bold design and color elements.
“The design of the London Platinum House was largely inspired by rebellion and deconstruction in a way that shifts your perspective, paying homage to the incredible talent that have walked the halls of Central Saint Martins, including Alexander McQueen, Stella McCartney, and John Galliano,” said Marino. “Fragmented mirrors, neon lighting, and a variety of geometric shapes created a visual tension between the traditional architecture of the building and the more contemporary design trends that were launched by its alumni and on the runways at London Fashion Week. It was also our intention for the juxtaposition to draw a parallel to the Platinum strategy of refreshing the brand to deliver on our heritage while showing up in a modern, relevant way.”
In addition to its design elements, the Platinum House was also tailored to Londoners through shows and activities. British singer-songwriter James Blake performed the opening night, along with Republic Records artists SG Lewis and Kungs. The brand tapped Tom Marchant, a Platinum Collective member and co-founder of luxury vacation and tour operator Black Tomato, to create an installation called “Hidden London,” which spotlighted under-the-radar experiences and spots in the city.
American Express Platinum also sponsored Alexa Chung’s first London Fashion Week show and hosted the after-party at the Platinum House. The activation housed a pop-up retail shop curated by Sarah Andelman—the creative director of Parisian concept store Colette and consulting company Just An Idea—which featured London-based designers, including Chung, Bernstock Speirs, Azumi and David, and Katharine Hamnett.
Other activities for attendees included Equinox fitness classes and shopping from luggage brand Away, which displayed a live art installation. As the activation always provides complimentary food and drink offerings, this edition of the Platinum House served upscale fare from catering partners Duck & Waffle, Hakkasan, and Tredwells, along with a signature cocktail.
Here’s a look inside the first international American Express Platinum House.