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Each direction you turn inside the pop-up desert event there’s a tent filled with offerings like touch-up make-up services, hair braiding, temporary tattoos, and more. But, one tent, in particular, has people lining up around the corner: The American Express Card Member Lounge.
Inside the all-white tent tucked away in the corner of the field sits a mini oasis where card members can find respite from the heat and the crowds. And, inside, they can experience a few exclusive benefits too like nail art by celebrated artist Britney Tokyo and a professional sneaker cleaning by Jason Markk. And forget the lines at the larger Coachella merch tent. Card members can pick up exclusive swag inside the American Express tent too. They can even charge their phones, chill in the dedicated lounges, sip drinks at the private bar, and more.
But wait, there’s more.
Beyond its on-ground activation, Platinum Card Members are also invited to spend a bit of time at the American Express Platinum House at a private event space. Don’t worry, they don’t have to go alone as they can also bring up to three of their friends too.
This year, the Platinum House collaborated with FriendsWithYou, an artist collective that began “with the sole purpose of spreading the positive message of Magic, Luck, and Friendship.” The collective created a special immersive experience for the event entitled Follow Me.
“This came about through one of our best friends and big bros, Pharrell Williams,” the collective shared with Departures about their latest pop-up. “He loves Amex and has been working with them for quite some time as Creative Director of American Express Platinum and really wanted us to be a part of the community.”
Inside the event, card members are treated to prismatic sculptures created by the artists that bathe attendees in color to give guests a taste of “chromotherapy.”
“We feel the healing effects of color are something we have been very interested in and we have been experimenting with fully immersing people in color and seeing the joyful and sometimes unexpected effects,” the team explained. As for what they hope visitors to their installation will gain, the team simply said: “Joy, mystery, and a sense of discovery through a whimsical environment.”
Beyond the stellar art, members can also indulge in tasty popsicle treats, lounge by the crystal blue pool, get a beauty touch up by Milk, and listen to private DJ sessions in the lawn.