Celebrating American Express in a space designed for carefree abandon, American Express wanted to reward existing card members with an exclusive experience and provide prospective clients with a taste of the elevated life that can be theirs. Bringing the bustling, exhilarating experience of a New York streetscape to a lavish interior inspired by the styles of a bygone era, guests entered an extravagant space filled with deep red and silver finishes, dramatic marble and velvet textures — representing the rich styles of the Art Deco and lavish ‘70s periods. As fog rises among bright white lights, grandiose chandelier and disco ball installations cast reflections creating an intriguing and animated exterior. Guests were treated like royalty, soothed with music by a live DJ and plied with complimentary gifts, while an LED screen projected exclusive offers available on this night of nights. Across Sydney and Melbourne, over 3,000 guests experienced the American Express lifestyle, and 2,820 enrolled in ‘Tap to Save’ kiosks during the event.
American Express Fashion’s Night Out 2019
Vogue American Express Fashion’s Night Out (VAEFNO) is celebrated as the country’s largest retail event with over 600 participating retailers and 300,000 attendees. For three years running, Studio Messa has partnered with Vogue Australia to deliver the event from start to finish: leading the creative experiential design through to production and operations, and ultimately realising a seamless, cohesive and vibrant experience for consumers and VIP guests.
Florals reminiscent of the Dutch Golden Age marked VAEFNO 2017, creating a luxurious and elegant shopping experience that captured the romance of retail. The following year, iridescent elements and Dichroic rainbow materials invited guests to discover the elusive, ever-changing nature of fashion at VAEFNO 2018 and shop like a VIP.
In 2019, fashion met the streets of NYC for the 60th anniversary of Vogue Australia in a sleek, high-energy shopping experience that paid homage to the brand’s birthplace. With a fresh creative approach every year, VAEFNO brings together live performances, product sampling, styling seminars, competitions and giveaways — generating excitement and shareability, and bringing the established brand to shoppers in a highly engaging way.