The Objective: Create a Centurion Lounge Pop Up experience in Vail, CO that serves as a premium oasis in a chaotic ski environment, delivers a remarkable experience for Platinum & Centurion Card Members and their guests and celebrates the opening of the Centurion Lounge at the Denver Airport (coming 2020).

The Idea: Après Ski Chalet. The American Express Centurion Lounge Pop-Up brought a one-of-a kind, luxury chalet experience to Lionshead Village from January 16th - 20th, 2020. Card Members and their guests were able to escape the slopes and through an upleveled experience, enjoy exclusive access to handcrafted drinks and bites, recovery and renewal activities, and crafts for the kids.

Website: The Centurion Lounge Vail Pop-Up Landing Page.

Entry Moment: We put a ski chalet spin on the classic Blue Doors seen at the entrance of Centurion Lounges. Brand Ambassadors greeted guests at a custom Member Services welcome desk with a backlit extruded graphic logo and world service pattern backdrop. Adjacent to this was another branding moment and photo opportunity in the form of a Living Wall with custom branded vintage skis.

Interior Spaces: The Lounge consisted of a Signature Bar for guests to be served drinks and bite, a lounging area with a global map and fireplace, Window Boxes that created a sense of looking out on some of Colorado’s most scenic views, and a Centurion Lounge Gallery, where we featured local art.

Photo Moment: Card Members got their chance for the perfect ski lift photo—without bulky gloves getting in the way. Drawing on our global theme we created a backdrop that turned a branded ski lift into an illustrated postcard scene so that people appeared to be part of the “Wish You Were Here” postcard.

Programming:

Card Members left the long, chilly day at the slopes behind at the Mile High Spa where they enjoyed helmet hair touchups, facial refreshes, and massages, and even an altitude sickness oxygen bar.

We gave visitors a Taste of Denver with food and beverages rooted in the local Denver scene, which included flight tasting from a craft brewery, pairings from local chef Lachlan, and a s’mores & fondue station.

We also had a Postcard Station where people could send a postcard to a friend, Kids Programming with winter crafts, as well as a chance to Chat with a Ski Pro.

Swag: Card Member received branded slippers and a Colorado scented candle as takeaways, and all guest received a branded ski bootstrap.

Outdoor Marketing: We promoted the Lounge throughout Vail with a Fountain Wrap, Ice Rink Banner, and Sandwich Board.