American Express expanded its presence at the 2026 Formula 1 Australian Grand Prix with the Amex Lakeside Terrace, a three-storey lounge and track-viewing experience that quickly became one of the most sought-after destinations across race week.
Positioned overlooking the festival stage, the structure offered tiered exclusivity across all three levels, with the top two floors reserved exclusively for Amex Platinum and Centurion Card Members.
Led by The•Team and built out by Made Experiences, the activation translated American Express’s premium brand positioning into a physical space that delivered on every level.
The three-storey structure was built using the Groblox modular system, providing the height and design flexibility needed to create a premium multi-level hospitality experience in a temporary event environment.
