Mastercard Art Basel Opening Reception

December 2019. Miami, 1 Hotel South Beach

To kick-off the opening night of Art Basel in Miami Florida, Mastercard collaborated with Empire to bring Mastercard’s Taste of Priceless experience to life for Mastercard’s senior leadership, clients and guests at the 1 Hotel South Beach. During the event, Mastercard presented the two original Taste of Priceless macaron flavors in the colors of Mastercard’s iconic interlocking circles that perfectly embody the key attributes of the company’s brand personality as well as its symbol. Conceived by Kreëmart, and crafted by Ladurée, the macaron flavors of Passion (red) represents the company’s energy and commitment to helping people get closer to the things that they love. And Optimism (yellow) signifies its confidence and efforts to making the world a better place. Together, they champion Mastercard brand’s platform to Start Something Priceless.

In addition to the flavorful brand expression, Empire continued to creatively present Mastercard’s multisensory identity into to a tangible “Priceless” experience for event guests through sound, touch and sight with a custom designed interactive video wall including Mastercard’s sonic brand and floral arrangement symbol.

Earlier this year, Mastercard removed its name from its logo, leaving only the iconic symbol of two overlapping circles; debuted a global sonic identity that’s being heard around the world; and reimagined its culinary strategy by opening its first permanent restaurant, Bistro by Mastercard in the Rome International Airport, and its flagship restaurant, PRICELESS, with a pioneering, fully immersive restaurants-in-residence model at Spring Studios in New York City.

Prior to this event, Empire was proud to collaborate with Mastercard at The New York Times Food Festival, by building out a custom designed immersive experience where Mastercard featured the taste of Priceless. Festivalgoers were invited to look for Mastercard’s signature red and yellow colors onsite in Bryant Park and visit the Mastercard tent for a first taste of Passion and Optimism; Mastercard holders were also treated to additional “Priceless Surprises.”

Available first in New York City, Mastercard cardholders will soon be able to purchase the custom macarons on priceless.com with pickup available from Ladurée’s SoHo location. Additional pickup locations in the U.S. and internationally are slated for Q4 2019.