Lumsden sets out stall for Amex

American Express is to open its first foreign currency exchange outlets at Heathrow in July, with interiors and signage designed by the Lumsden Design Partnership.

The work, worth a five-figure fee to the consultancy, will cover eight outlets in Terminal 3 and Terminal 4 and will roll out from 4 July.

The consultancy was appointed in summer last year and an innovative design was an integral part in winning the lucrative Heathrow contract, according to Lumsden Design Partnership managing director Callum Lumsden.

‘We were appointed as part of the bid by Amex to get a foreign exchange presence into Heathrow,’ he says. ‘BAA was looking for a space that was retail-based rather than money-based, so the concept is about giving the outlets a [greater] retail focus,’ he adds.

The consultancy has used orange to differentiate American Express outlets from competitors, and is installing plasma screens, interactive technology and Internet access to involve and engage the customer, says Lumsden.

‘The biggest challenge is developing a retail presence with a great deal of standout,’ he says. ‘We needed to keep within the Amex identity but have adapted and developed it by using the American Express orange to counter the plethora of blues among competitors.’

The consultancy won the business following a three-way credentials pitch.

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