Capital One| Airport Pop-Up Lounge
To design a publicly open pop-up lounge experience in airports (targeting high net-worth Millennials) that offers exclusive benefits for Venture card holders. The following concepts give travelers a taste of flagship Capital One Lounge experiences in a smaller more accessible form factor. Distilling its essence to get travelers excited for the full lounge experience to come.
Design Principles
Authentic
True to the voice of Capital One and the member benefits of the Venture Travel Cards.
Enriching
Adds immediate value to travelers looking for a retreat between arrival and departure.
Premium
Aligns with brand aspirations of being a top tier destination in luxury airport lounges.
Delightful
A space that offers amenities, comfort, and inspires a shareable experience on social media.
Digitally Integrated
Seamless integration through the mobile app for check-in, amenities and dining.
Convenient
An intuitive experience that leverages technology to simplify the experience at every touch point.
Concept 1
MODERN RETREAT
The Capital One Modern Retreat is an exclusive experience for purposeful relaxation and renewal. Wooden panels and muted color tones work together for a cohesive, harmonious aesthetic.
The space is accommodating to guests’ various needs and wants. It includes deluxe amenities to choose from. Comfortable and spacious lounge seating offers USB outlets for their devices. The full coffee bar offers delicious bites, caffeine and other drink options.
This exclusive experience and the premium amenities gives guests a way to upgrade their travel while learning more about the benefits of being a Capital One cardholder. A big aspect of the messaging will be announcing the new Capital One luxury lounges coming soon.
Visual Direction
Relaxing | Premium | Comfortable | Welcoming | Natural
Concept Design
Concept 2
SECRET LOUNGE
A fun and whimsical approach to the idea of exclusivity, Capital One’s Secret Lounge takes inspiration from the world of speakeasies. While every other pop-up shouts “come here” we’ll cloud this space in an air of mystery, and by doing so, create organic buzz around the space.
It is hidden in plain sight, which makes it that much more exciting when it is discovered. We will create a faux Capital One Cafe facade, and offer free coffee and refreshments to passers by. But we’ll have a really special surprise for our Venture X card holders. They will be able to approach our faux ATM machine and check in. When they type in their secret code, the giant wall in front of them opens and reveals a hyper premium space inside.
This unique approach will organically generate buzz around the terminal, Capital One card holders as well as on social media.
Visual Direction
Unexpected | Moody | Bold | Organic | Rich
Concept Design
Date
2020
Role
Concept Design
3D Visualization
Art Direction
Tools
3ds Max
V-Ray
Photoshop