Anthony Scerri Design
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PANORAMA

Delivering one of its largest music-based experiences to date, American Express rocked the Panorama Music Festival for a second year with a two-story hospitality tent.

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ROLE

DESIGN DIRECTION

 

 

CHALLENGE:
Create an experience that generates both brand presence and service to music fans.

IDEA:
Delivering one of its largest music-based experiences to date, American Express rocked the Panorama Music Festival for a second year with a two-story hospitality tent. In addition to the hospitality benefits, cardmembers who logged into the Panorama mobile app could unlock a spend $10, get $10 offer, and earn VIP upgrades, tickets to next year’s festival and other perks.

WE DELIVERED:Brand Presence + Visuals // Large Scale Sculptures // Insight-Driven Manifestations // Interaction Zones // Exclusivity // VIP Viewing // Member Services


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The first floor, open to both cardmembers and general attendees, offered water refill and device charging stations, along with a “wonderland of Instagrammable moments” that paid homage to New York City, one of the brand’s most critical cardmember markets.

 
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Just one? How about over a hundred? Guests were thrilled to immerse themselves within silver hanging microphones that could be touched and used to their disclosure.

 
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You didn't have to be from Brooklyn to take an epic boomerang of yourself swinging off the Brooklyn Bridge.

 
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*Metrocard Not Included*

We created an open-faced MTA NYC subway car/disco party room for guests to explore. Nightclub lighting and illuminated glowing seats made this experience one to remember.

 
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Alongside partnering animators, Kampfire, we created a larger than life sized Walk/Don't Walk sign that displayed fun and film-worth animations for guests to share. 

 
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Guests stayed hydrated with our fire hydrant-style water fountains.

 
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To amplify the experience, I created a custom alphabet used to make phrases relevant to each individual space. Each letter was cut from acrylic and was backlit to highlight each individual letter.

 
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The event was a massive success and guests made their presence known throughout social media leaving thousands of impressions on multiple platforms.

 
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TEAM

David Chamberlain - Experience Design Director North America // Greg Tatum - Associate Creative Director // Katie Honig - Senior Art Director // Joe Gourley - Senior 3D Designer