American Express: the behind the scenes of a legendary card
Decryption: The financial institution is celebrating its 130th anniversary in France this year. And while its target audience has grown significantly younger, the brand is attracting a premium clientele eager for unique experiences. Here or elsewhere.
The American Express offices in Paris in the 1950s. DOMINIQUE BERRETTY/GAMMA RAPHO
What's the connection between a private concert by Louise Attaque or La Femme, a chefs' dinner—in a small group—at the Natural History Museum, and privileged access to the Monaco Formula 1 Grand Prix? All are offered to holders of the American Express Platinum card. These are customers with a silver credit card (at 59 euros per month, with a minimum annual income of CSP +) stating their seniority, that famous "member since" that lends a little air of club-like respectability and signifies their belonging to the long history of a payment network (it's not a bank) made in the USA.
In France, it was in the Opéra district of Paris that the establishment's reputation was built... From 1895 on rue Halévy, but especially from 1900 onwards, at number 11 rue Scribe. Does the address ring a bell? Normal. American literature enthusiasts will think of Hemingway or Scott Fitzgerald, who came here to collect currency or their mail, but also, like many transatlantic travelers staying in Paris, cons...
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