For The American Express Global Network Services flagship New York headquarters, the financial group wanted a memorable environment their foreign guests would feel at home in. C&G Partners proposed a branded environment that would be a hybrid of a business lounge, a conference center and a museum.
Despite Amex's powerful technology, the explicit use of cutting-edge displays was intentionally avoided. This was not because of cost or upkeep, but because GNS realizes that their business is built on personal contact and real conversations. Through updatable, modular display techniques, interpretive displays in the Center can be quickly switched out as business partnerships evolve and change and special guests arrive from abroad. The visual vocabulary of color, form and typography throughout is a careful derivation of Amex's worldwide branding standards.