ANGELA WANG DESIGN
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AMEX Golden Scent Lab

A pop-up Golden Scent Lab was created during Vogue's Fashion's Night Out weekend for couples to co-create their custom fragrance reflecting memories shared in their relationship.

American Express Golden Scent Lab

A pop-up Golden Scent Lab was created during Vogue's Fashion's Night Out weekend for couples to co-create their custom fragrance reflecting memories shared in their relationship.

Role
Concept Development & Execution
Art Direction
Social Media Content & Channel Strategy
OOH & Packaging
Event Music Curation
Case Study Film Script & Direction

 

Key Learnings
This was one of the projects I was deeply involved with and where I learned the most from. The limited team size enabled each member to adapt and expand above our comfort zones and fully leverage our creativity. With no precedent to follow, we're able to surprise and delight both our client and participants of the event with a refreshing yet meaningful and personal experience. The opportunity to partner with Conde Nast Japan also allowed us to gain insightful knowledge of media channels and ways to approach social media with events like Vogue's Fashion's Night Out.

Impact
It is extremely rewarding to hear feedbacks from client and participants describing how memories created at the Golden Scent Lab unveiled an exciting new side of American Express and the Gold Card. It is personal and exclusive, making special moments they shared with their loved ones more meaningful. The number of participants exceeded the original target number by 17% with 13 new card memberships throughout the course of 3 days. 

 

Credits
Creative Director: Claudia Christovo
Copy Lead: Shuhei Tsuji
Producer: Rumiko Nango