American Express and Amazon partnered to deliver co-branded financial and procurement solutions designed to empower small business growth and streamline working capital management.

Post-Pandemic Sales Recovery

Driving post-pandemic sales recovery with a retail partnership that could consistently produce high foot-traffic and maintain monthly sales targets.

Depleted Retail Momentum

Extended storefront closures and reduced traveler foot traffic after COVID-19 required an aggressive strategy to rebuild the terminal's commercial momentum.

Transient Audience Capture

The launch required a universally appealing retail concept that could instantly capture attention and convert fast-moving international passengers into active shoppers.

Experiential Retail Partnership

LEGO was introduced as a universal family store meeting international passengers and enthusiasts at each level.

Each store kiosk design captured key moments in a traveller’s story, including the Statue of Liberty, the Empire State building, and interactive moments for children.

Sales Acceleration

The partnership incrementally increased positive passenger sentiment towards travel safety and retail experiences, and sustained high-volume foot traffic for an initial 28% increase in corridor traffic from the retail placement.

Award-Winning Commerce

The localized storefront narrative and experiential merchandising blueprint secured the "Best New Retail Concept" award from the Airports Council International.

I defined the co-branded promotional roadmaps, cross-agency creative direction, and stakeholder alignments between LEGO, DFS Group, and terminal management on co-branded experience, messaging, and merchandise.