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AMEX Activation British Summer Time Festival, Hyde Park

Lead Design, Branding, Signage, Web Design

Momentum Worldwide Activation 

As the main sponsor of the 'British Summer Time Festival', Hyde Park, London American Express needed something rocking and interactive for their front-of-house activation.


Collaborating with a talented Momentum team including Creative Directors, 3D Designers, Copywriters and Project Managers I led all conceptual design and oversaw the production of large and small format print throughout the main space and VIP Summer Garden areas. As well as starter ideas for animations shown on the Great Oak Stage between performances.


American Express partnered with Roan Records, giving guests a chance to enjoy searching through and discovering new music in a crate-digging experience. Nostalgic festival goers remembered how they used to discover music, like-minded souls connected here. Also offered for music lovers were specially commissioned limited-edition merchandise and a collectable limited-edition OBI strip. The lounge, bar and record store concept was the only place to be. Between mainstage acts, surprise sets from talented studio musicians playing iconic tunes and ‘lucky call’, a phone call-activated game thrilled guests by requiring them to hunt for certain albums in the record store, to win prizes.


The Amex Experience ran for 3 weekends and had over 50k visitors.