Why American Express has created a Japanese forest and neon jungle experience

American Express, the financial services company, is staging an immersive experience themed around "powering up" and energising for the day ahead.

Taking place in Exchange Square beside Liverpool Street Station, the pop-up is being delivered by brand experience agency Momentum Worldwide, with partners including Frame Fitness Studios. 

It brings to life the concept that the more you chase your personal or professional goals, the more you need someone to have your back. This reflects "Powerful Backing", a global brand platform launched by Amercian Express in May, to highlight the servies it provides for its cardmembers and business customers.

The experience, soundtracked by DJ and broadcaster Maya Jama, features three zones. Visitors are being invited to "get zen" in the Japanese forest so they can feel a little more restored after a long day in the office.

They can then dance their way through the neon jungle to get pumped and energised for the week ahead - experiencing a thrill similar to getting hold of pre-sale tickets to a show, before finishing up with a power boost in the power-up zone, ready to "own the day – or night".

Maya Dagan, UK brand manager at American Express, said: "We wanted to give people the chance to experience the powerful backing of American Express for themselves. Whether it’s being restored by escaping to a quiet place, or the kind of backing that powers you up for the day, these are things we have been helping our customers with every day for the last 168 years.

"The more we take on the world, the more we need someone who’s got our back and this is chance for people to experience that backing first-hand."

The event is running from 12 to 14 June. 

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