Watch Out For The Big Grrrls.
American Express partners up with Lizzo and Artsy to create an epic art experience on the beach.
The art world can be hard to enter. It’s often seen as too expensive and inaccessible, and we set out to change that through a connected art experience on Miami Beach.
For Art Basel 2021, we created an exclusive art gallery on Miami Beach where everything within it was something you could purchase for your collection. From fine art hanging on the walls by emerging artists, to the Limited Edition decor throughout the space, everything was connected and collectable via our custom web experience. And all of it exclusive to Platinum Card Members.
Custom Web Experience
To deliver a seamless experience, each piece of art in the physical space had a QR code attached. Upon scanning, users were sent to our custom website that allowed you to fly through the space using a 3D map, select each piece of art and learn the story behind the artists. Each piece was shoppable exclusively through our site, driving revenue and exposure to a range of local and emerging artists.
In addition to the art, we launched two limited edition Platinum Cards that were designed by Julie Mehretu and Kehinde Wiley. Each card is a celebration of the diversity of thought, people and perspectives that make up the art community.
To cap the weekend celebration, we designed and hosted a private Lizzo concert that was livestreamed to fans. Lizzo herself got in on the artful experience, creating two custom paintings and a series of limited edition prints.
