Reinvigorating an icon
The American Express brand, an iconic symbol of success and luxury, is one of the most recognizable brands in the world. To ensure this cachet was translated into its physical spaces, American Express engaged Big Red Rooster to reinvent its Travel Services experiences.
Card members typically connect with the American Express brand via purchase transactions; however, the brand also exists physically via travel services offices located around the globe. To ensure its brand perception aligned with brand experience, we developed a new service experience design that captured the brand personality and service offer in an authentic, compelling manner.
American Express – You have arrived
Our first new experience location was American Express' historic site on Harvard Square in Cambridge, Mass. The exterior façade amplifies street presences. Multi-toned metallic panels create a Mondrian patterning effect, taking their design inspiration from the American Express blue square logo. The substantial blue doors close together to echo and reinforce the logo.
Appointed to exude the feel of boutique hotel entrance, an under-lit awning and street-level planters transform this location into an eye-catching corner that glows with brand personality.
Capturing the essence of an authentic world traveler
The American Express brand heritage was woven into the design palette, incorporating luxurious fabrics with exposed brick and sleek polished nickel finishes. The design intent leans heavily on the spirit of the local Cambridge community while incorporating elements from a world away. Space planning allows for a flex-space, which accommodates classroom-style symposiums on new, exotic travel locations.
Dramatic environmental features inspire exploration
Large-scale artworks serve as environmental artifacts, incorporating vintage 1940s American Express patterns with modern signature vacation destination graphics.
The glass and polished nickel staircase is a signature architectural element in the space, with the two-story Big Ben print providing a dramatic visual focal. These new elements usher cardholders to the second floor suite to meet with travel counselors and access the members' lounge and meeting room.
Facilitating service delivery
Accustomed to highly professional, personalized service, customers inquiring about premium travel meet with American Express Travel Service counselors to explore their world of possibilities. Casual seating accommodates waiting customers. Collectable American Express travel books greet customers, encouraging exploration. The Brazilian wood walkway leads to a community room, which card members can reserve for video conferencing or an impromptu meeting.
Creating a sense of community
As every American Express cardholder knows, membership has its privileges. As evident in this shot of the member lounge, American Express members can enjoy the best view of Harvard Square while exploring travel options or enjoying the many amenities. Whether card holders are in town on business or just exploring the city, this oasis is a benefit that can't be missed.
