SOHO TRANSFORMED MEDUZA IN NEW YORK’S MEATPACKING DISTRICT INTO A GLOBALLY INSPIRED LAUNCH ENVIRONMENT. GUESTS ARRIVED THROUGH A LENTICULAR GLOBE CARD ENTRY WALL AND GREEN CARPET MOMENT THAT SET THE TONE: ELEVATED, EDITORIAL, AND ROOTED IN THE THRILL OF TRAVEL, DRIVEN EVEN FURTHER BY BRENDA SONG, WHO SERVED AS THE HOST OF THE EVENING.

INSIDE, THE NIGHT UNFOLDED AS A SERIES OF INTERACTIVE MOMENTS, EACH TIED DIRECTLY TO A CARD BENEFIT. A GLOWING ELEVATOR INSTALLATION TRANSPORTED GUESTS TO DREAM DESTINATIONS FOR SHAREABLE PHOTO MOMENTS, A CURATED LUGGAGE WALL INVITED THEM TO OPEN PREMIUM REWARDS, AND AN ADMIRALS CLUB–INSPIRED COCKTAIL BAR SHOWCASED THE RICHNESS OF GLOBE CARD TRAVEL PERKS. EVERY DETAIL, FROM MUSIC TO HOSPITALITY TO PROP STYLING, REINFORCED THE FEELING OF STEPPING INTO A WORLD DESIGNED FOR THE PURPOSEFUL TRAVELER.

JUST AS THE ROOM REACHED ITS PEAK ENERGY, GUESTS WERE TREATED TO A SURPRISE LIVE PERFORMANCE BY JON BATISTE, TRANSFORMING THE LAUNCH INTO A CULTURAL MOMENT AND ELEVATING THE EXPERIENCE FROM PREMIUM TO UNFORGETTABLE. THE JOURNEY CONCLUDED WITH A PERSONALIZED WEEKENDER BAG, MONOGRAMMED ONSITE AND FILLED WITH GUESTS’ COLLECTED REWARDS — A TANGIBLE SYMBOL OF THE EXPERIENCE AND A TAKE-HOME REMINDER OF GLOBE’S PROMISE. IN ONE EVENING, SOHO TURNED A PRODUCT LAUNCH INTO A narrative OF UNLOCKED ADVENTURES, MAKING THE GLOBE CARD FEEL NOT JUST NEW, BUT NECESSARY.