Quite a few credit card companies create “lounges” for their premium customers at airports, but AmEx is forging new ground with a lounge in a shopping mall. The new lounge opened in Short Hills, NJ. All American Express card holders will be able to access the mall, and if you don’t have a card, you can apply for one on the spot to gain access. Read AmEx’s full press release here:

AMERICAN EXPRESS CREATES HOLIDAY SHOPPING OASIS

American Express offers innovative “Members Lounge” featuring complimentary refreshments, coat check, gift-wrap services and seating at The Mall at Short Hills during the 2006 holiday shopping season.

NEW YORK, November 06, 2006 — American Express today announced the opening of a Members Lounge at The Mall at Short Hills in Short Hills, New Jersey. Members Lounge is the ultimate destination, designed to reinvigorate Cardmembers as they shop during the busy holiday season. The Mall at Short Hills is one of the country’s preeminent luxury shopping destinations, making it a prime partner to house the Members Lounge for American Express® Cardmembers. This is the first time American Express has hosted a Members Lounge at a retail shopping location.

At the Members Lounge, Cardmembers will be transported from shopping exhaustion to a refreshing space of tranquility. It will feature snacks and refreshments, coat check, a private restroom, couches and seating areas, free gift-wrap services, iPod and cell phone charging stations, and an email station, all complimentary to American Express Cardmembers.

Additionally, American Express is creating a rewards shopping experience in the Members Lounge for Cardmembers enrolled in the Membership Rewards(TM) program. Cardmembers will be able to shop for reward redemptions and have access to discounts on featured Membership Rewards merchandise. In addition, American Express gift cards will also be available as an alternative for those hard to shop for gift recipients. For those who do not have an American Express card, the Member’s Lounge will offer the opportunity to apply onsite, providing immediate access to the lounge.

For today’s consumers the experience of shopping is just as important as the act of shopping, said Ralph Andretta, senior vice president and general manager of Membership Rewards for American Express. We are focused on creating unique and meaningful experiences for our Cardmembers, and the Members Lounge provides a relaxing environment where they can get the services they need during a very hectic holiday shopping season. Our Cardmembers seek out the premium retailers found at the Mall at Short Hills, one of the finest shopping destinations in the country, making it the ideal partner for this initiative.

“We are thrilled American Express has chosen The Mall at Short Hills as the exclusive shopping center in the country to launch this very special amenity program,” said Janet Cesario, marketing & sponsorship director for The Mall at Short Hills. “American Express has been a wonderful partner of The Mall at Short Hills and their Members Lounge is on par with our continual effort to enhance our customers shopping experience.”

Members Lounge will be open during mall hours the weekend of November 10-12, daily from November 17 - December 31 (closed November 23 and December 25, consistent with mall closings), and the weekends of January 6-7 and January 13-14.

In addition to the Members Lounge, American Express will also host an atrium area on the first floor of the Mall that is open to all shoppers. Seating for 60 will be provided by American Express and ambassadors will be onsite to answer questions. On select days, American Express will present a variety of demonstrations to enhance the shopping experience.

American Express Company is a leading global payments, work and travel company founded in 1850. For more information, visit http://www.americanexpress.com.