Recognizing a changing customer loyalty landscape, American Express decided to pursue a new business strategy and take its brand where card members live, work, play, and travel.

American Express worked with Big Red Rooster to design a differentiated travel experience— The Centurion Lounge— that delivered on brand promise and embodied its commitment to the art of service. The luxurious, curated airport lounge rewards members with unexpected services and unparalleled amenities.

The Centurion Lounge is more than a space: It’s a brand experience. Designed around the customers’ needs and wants, The Centurion Lounge represents American Express’ service ethos in a tangible way. Iconic design furnishings and multisensory elements are pulled together in a modern, memorable environment that transports guests away from the concourse’s hectic atmosphere.

We designed the lounge to feel modern, premium and classic to reflect the brand. American Express’ brand exudes from every touchpoint within the space, as the team replicated brand patterns, filigrees, and currency imagery and interpreted them throughout the lounge. Signature sounds and scents enhance the multisensory environment. The result: A seamless experience with a singular visual vocabulary.

The first Centurion Lounge opened at the McCarran International Airport in February 2013, with Dallas/Fort Worth International Airport, La Guardia Airport and San Francisco International Airport locations quickly following. Additional locations are set to open in 2015.