AMERICAN EXPRESS X LUAR
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
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
During the highly anticipated NYFW, we were tasked with bringing together four clients: American Express, Resy, Dunkin’, and Luar for the launch of the Gold Card x Luar collaboration at the world renowned Rockefeller Center.
CHALLENGE
OPPORTUNITY
We completely transformed Rockefeller Center into the biggest afterparty of NYFW. The transition from the fashion show to the afterparty was nothing short of spectacular with our striking 10ft gold entrance displaying the new Luar Ana bag. In order to showcase each client, we built three bars to highlight different aspects of each. The Amex cocktail bar was wrapped in glistening gold and featured different craft cocktails themed to each card such as “The Gold Standard”, “Rose Gold”, and the “White Gold Edition”. Adjacent was the Dunkin’ bar wrapped in bronze serving espresso martinis with Dunkin’s own famous coffee. Everyone loves a quick bite so we built a Resy raw bar with a selection of peak-season seafood ranging from Main lobsters and bay scallops to spot prawns and East Coast Oysters. We also partnered with Jupiter, an Italian eatery with seasonal classics for additional bites. As the night went on, the attention was focused on Bad Gyal’s performance on our main stage.
STRATEGY
EXECUTION
The press-heavy event was a hit with over 500 guests including A-list celebs, models, fashion correspondents and influencers.
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
“Raul Lopez Of Luar Puts Crème Fraîche & Caviar On His Dunkin’ Hash Browns” - Nylon Magazine
“New York Fashion Week Spring/Summer 2025 Season Is The Scene To Be Seen” - Forbes
“Raul Lopez Takes Luar to Rockefeller Center” - Paper Magazine
“Hip-Hop Takes Over New York Fashion Week: Offset Hits The Runway And More Snaps” - Vibe.com
“Madonna Gets Dramatic With Exaggerated Shoulders at New York Fashion Week for Luar’s Spring 2025 Front Row With Ice Spice” -WWD
