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AMERICAN EXPRESS  GOLD CAFE LA

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American Express  Shiraz Creative  American Express  Shiraz Creative   American Express  Shiraz Creative   American Express  Shiraz Creative   American Express  Shiraz Creative   American Express  Shiraz Creative   American Express  Shiraz Creative  

Part two was always in the cards for the Amex Gold Café and we needed to bring the successful experience we had in NY, to the City of Angels. This event had to have the same level of hype, aesthetics, and culinary partners. Well, we did just that by transforming the Adidas building on Melrose Ave into several unique dining experiences. The Amex Mid Day Café brought to you by Resy, The Amex gold Café with brunch by Döňůt, a restaurant we created to glamorize Dunkin’s traditional menu to match a more Michelin-starred culinary experience. From muffins to golden ‘cracked’ lattes, we even transformed one of LA’s favorites–an avocado toast, into the sungold avocado toast for an elevated spin to broaden palettes. After each brunch service, we evolved the space into a breathtaking private dining service featuring plates from famed restaurants such as Scopa on Friday, Dudley Market on Saturday, and Damian on Sunday. With a DJ bringing musical life to the ambiance, new upscale tablescapes, and Instagram-worthy lighting, “Last Light” by Resy was created.

CHALLENGE

OPPORTUNITY

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Transforming an existing Adidas store is no easy feat, but we pulled it off with great partners and a great team. Like NY, we branded the outside with a Gold facade that displayed the Amex Gold Café so passers-by could snap photos and inquire about this new gold building that wasn't there the day before. Transforming the space saturated in gold throughout the day and evolving into a breathtaking private dining service by night with new tablescapes, flatware, lighting, and decor.

STRATEGY

EXECUTION

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Serving just over 1k guests, 8k plates, and giving away hundreds of pastries and coffee at the midday Café each day, this generated multiple social media posts and features in DoLA, Luxury Dining, and Average Socialite.

RESULTS

REACTION

900+ Guests (Sold Out to Capacity)

14% of Ticket Purchases were New Users to Resy

117 Pieces of Media Coverage

34.5K Organic Video Views

60K+ Influencer-Based Impressions

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