Masters of LXRY is a world leading luxury event. This premium lifestyle fair is an annual exhibition that puts Amsterdam on the map as one of Europe’s top luxury capitals.


Over the years, Masters of LXRY has come to be known for bringing together the most prominent people in the fields of art, interior design, gastronomy, jewellery, watches, boats and cars.


This year, the biggest edition of the exhibition yet, American Express had their own stand at the event. The initial brief for G.A Brand Design was to create a stand that served as a unique yet sophisticated meeting point for Amex to inspire, raise awareness, increase engagement and acquire new card members.


The concept needed to connect visitors to the brand while also focusing in on three key benefits of a premium American Express membership: hotel benefits, unlimited global lounge access and Privium Plus (fast-track security and border clearance). The theme for the 2019 Masters of LXRY fair was Love, and so we connected the theme and key benefits together with – Amex loves travel.

This project was the work of G.A Brand Design and G.A Design London, a fantastic example of what the G.A Group does best – collaborative work that interweaves concept and design to create an experience that resonates.

Large central screen walls, supported by smaller visual panels would create a video installation that showcased footage from the given travel destinations. In addition, vibrant hued lighting and ambient sounds would reflect the destinations’ natural atmospheres. Leaving guests feeling as though they had been instantly transported across the world.


This experience of seamless transportation would act as a metaphor for the seamless, all-encompassing American Express travel experience, which smoothly transports cardmembers from the elegant calm of a premium lounge to the exotic and thriving heart of their favourite destination.


The whole journey, there and back again…

We worked with American Express to both refine and simplify this concept and its execution. The result was an elegant space that acted as a comfortable haven for guests at the exhibition to relax, pull themselves away from the bustle of the event and learn about everything Amex has to offer in elegant and luxurious comfort.

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