American Express is hosting an art-centric pop-up to kick off the Canadian launch of the brand’s new global campaign “Don’t Do Business / Live Life Without It.” The new platform has rolled out in the U.S., U.K., Australia, Japan and Mexico, with similar pop-up events being executed in each market.

Hosted at a 12,000 square foot space along Toronto’s hip Queen Street West, the pop-up, running May 31 to June 3 and June 7 to June 9, features the work of over a dozen local artists. Writer, producer and star of HBO’s Insecure, Issa Rae, was on-site to help launch the pop-up on Monday.

According to David Barnes, VP of advertising and communications, the event aims to bring to life the campaign messaging, which is a “celebration of some of the things that make life worth living – travel, entertainment, having fun, dining.” He added that its new marketing recognizes the changing way people are living and the globalisation of modern lifestyles.

The space was created by Toronto agency BT/A and arts and culture agency Well and Good.

Well and Good founder Steve Ferrera told MiC that the original idea for the activation included four rooms and four artists, however the end result was a multi-level space featuring 13 artists, most of whom created work specifically for the activation.

The artwork ranges from paintings to large-scale sculpture and installations, each aligning with themes of play, culinary, entertainment and travel, which circle back to the brand pillars of American Express.