Play by AMEX Platinum

An enormous, fantastical toy house built right on the sands of Beach during Miami Art week where Card Members can actually play with the art.

At Miami Art Week, the art pieces evolve every year, but the overall experience has remained the same: walking through galleries, standing behind ropes, staring at art through glass.

American Express reimagined the experience for a Gen Z and Millennial audience by doing the unthinkable: letting them touch and even play with the art. We created PLAY by American Express Platinum. In partnership with cutting-edge creative studio, PlayLab Inc., PLAY was a captivating experience set in an enormous, fantastical toy house built right on the sands of Miami Beach.

Our giant toy house was filled with whimsical, massive playable art pieces—like a giant, vibrant robot seesaw and an enormous race car ball pit—that made art loving attendees feel like kids again. To create the visionary toy art collection, we collaborated with some of today’s hottest artists, including: Eny Lee Park, KumKum Fernando, Surin Kim, Shantell Martin, Daniel Arsham and Serban Ionescu.