Amex: PLAY by Platinum

Set along the shoreline during Art Basel Miami Beach, PLAY was a large-scale, immersive environment where nostalgia and contemporary art converged.

As Design Director, I led the concept and execution of a fully realized beachfront “house” that functioned as both interactive gallery and cultural destination. A curated roster of artists reimagined iconic childhood toys as collectible works, while the space itself was designed as a series of layered, participatory moments—inviting Platinum and Centurion Members to engage with the work in a tactile, unexpected way.

The experience culminated in a high-profile “House Party” attended by celebrities and cultural tastemakers, driving significant cultural and social impact. The project generated 48% share of voice across next-generation outlets, 1.5M in potential influencer reach (90% among Gen Z and Millennials), and over 20.8M potential social impressions tied to the event, with more than 2.8K guests attending in person. Recognized by Vogue as “the most fashionable Art Basel Miami Beach party,” PLAY sat at the intersection of art, culture, and brand experience.

Role: Design Director