CHALLENGE

How do you create an elevated, luxury brand experience in a bustling ski destination while building anticipation for the upcoming Centurion Lounge at Denver Airport? The American Express Centurion Lounge Pop-Up in Lionshead Village, Vail needed to provide a seamless blend of exclusivity, comfort, and brand storytelling to surprise and delight Platinum and Centurion Card Members while also driving brand affinity and acquisition.

APPROACH

As Lead for Art & Design Execution, I ensured the seamless translation of Centurion’s brand identity into a high-end après-ski retreat. From environmental graphics to spatial branding, I developed a cohesive visual system that elevated the experience while maintaining a sense of warmth and exclusivity.

SOLUTION

• Led the art and design execution, ensuring all signage, wayfinding, and environmental graphics aligned with the Centurion Lounge brand

• Developed a bespoke chalet-inspired aesthetic, blending luxury hospitality elements with a refined après-ski atmosphere

• Designed spatial graphics and branded touchpoints that enhanced guest engagement and comfort

• Created a cohesive visual identity system that seamlessly integrated:

  • Handcrafted food & beverage offerings

  • Wellness activations, recovery experiences, and family-friendly activities

  • VIP lounge elements that reinforced exclusivity and premium service

IMPACT

• Successfully teased and amplified excitement for the upcoming Denver Centurion Lounge

• Provided a memorable, high-touch brand experience for Platinum & Centurion Card Members

• Strengthened card satisfaction and brand loyalty, while driving card envy and acquisition