Mastercard is bringing the world’s finest dining and cocktails to its flagship restaurant experience at the Spring venue in New York City, called “PRICELESS, An International Culinary Collective.” Guests will be able to enjoy an immersive multi-sensory experience at the collective’s first three restaurants, which are inspired by top restaurants in Japan, England and Tanzania.
The ongoing culinary experience will recreate the dishes and ambiance of Zanzibar’s best-kept secret, The Rock, London hotspot Lyaness and Kitakyushu sushi theatre, Teruzushi. At Mastercard’s version of The Rock, diners will get a whiff of the moss-rich ocean air, hear the ocean waves and gaze at scenery similar to the 360-degree Indian Ocean views at the original restaurant. The Lyaness at PRICELESS includes a green onyx curved bar and a light blue interior, a replica of the swanky cocktail bar, which was voted the world’s best bar in 2018. Teruzushi will feature chef Takayoshi Watanabe’s sushi creations and signature style in a 12-seat dining area where guests will hear the sound of his sword blades, a technique he uses that affects the texture of the sushi.
A highly engaging culinary experience wouldn’t be complete without a view of the city. Mastercard invites guests of the collective to Spring’s rooftop terrace, where they can indulge in small plates curated by an award-winning chef that complement signature drinks from Lyaness.
“With PRICELESS, we are reinventing experiential dining to create a feast for all your senses by completely immersing you in the environment of these world-renowned locales. PRICELESS will serve as an ongoing destination for an exciting roster of restaurants and bars, where our cardholders can fuel their passion for food and create unforgettable moments,” said Raja Rajamannar, chief marketing and communications officer, Mastercard.
PRICELESS is only available to Mastercard cardholders starting July 31, where they can book a reservation via Open Table or visit the website for more information.
Mastercard is continuing its long history of experiential marketing. Launched in 2011, its Priceless Cities program gives cardholders access to exclusive dining, sports and music experiences available in 36 cities and 53 countries.
“Because we have 1.8 billion consumers around the world, and we have to be relevant to that entire spectrum. We create these priceless moments, and through that, we acquire a lot of sponsorship assets and convert those into experiences for our consumers,” Rajamannar told AList in an interview earlier this year.