American Express is returning to Miami Art Week this December in collaboration with PlayLab Inc. to present an interactive gallery called Play by American Express Platinum. The gallery, which will be open to Platinum Card and Centurion members and their guests, will be held on the beach of The Miami Beach Edition.
PlayLab Inc. is a multidisciplinary creative studio based in Los Angeles known for creating installations, including Grown Up Flowers in New York City and for previous collaborations with Virgil Abloh for Louis Vuitton Men’s fashion shows.
For Play by American Express Platinum, participating artists have designed art pieces that reimagine iconic toys as limited-edition collectibles. Participating artists include Eny Lee Parker, Salehe Bembury, Serban Lonescu, Surin Kim and Kumkum Fernando.
Artist, Eny Lee Parker’s interpretation is a one-of-a-kind classic plush toy named Benny, handcrafted from a mix of high-end upholstery fabrics that are also environmentally responsible. Meanwhile, Surin Kim has designed a colorful toy car inscribed with “be happy and rich” in Korean to wish good luck and wealth to others.
Further inviting guests to play, the gallery includes playground installations, designed by PlayLab Inc. Inspired by the work of each artist, the installation includes oversize playground favorites like a see-saw, slide and ball pit. As guests explore the art and playground installations throughout the space, they will also be invited to try modern takes on classic childhood food and drinks.
“We know our Platinum Card members are art lovers and collectors,” said Bess Spaeth, senior vice president of U.S. premium products and membership rewards at American Express. “They’re always at the forefront of what’s new and next so we’re excited to return to Miami during Art Week with an unforgettable experience that sparks nostalgia and creativity and gives members an exclusive opportunity to expand their personal art collections with one-of-a-kind pieces from incredible artists.”
The limited-edition, nostalgia-inspired collection of toys created for Play by American Express Platinum will be available for purchase in person and online starting Dec. 10.