American express: scoop shop

AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

Amex tasked us with reimagining their B2B trade show presence across major conferences like AFP and GBTA — spaces where financial executives are notoriously hard to engage. The brief: make them stop, stay, and actually talk to us.

I partnered with Momentum’s research team to uncover attendee pain points and found a simple truth: most conferences lack inviting spaces to genuinely connect, and attendees crave moments of levity between endless panels and networking sessions.

Our strategy: create an experience that offered both a social utility and a sense of play. The result was The Scoop Shop, an on-site ice cream parlor spotlighting small business owners within the Amex network. It became a natural gathering hub that boosted dwell time, fostered organic networking, and brought Amex’s “support small” ethos to life in the sweetest way possible.