News Details

To help music lovers get festival ready this season, American Express has partnered with celebrity hair stylist, Peter Lux, to create this summer’s hottest festival hair trends inspired by the Y2K era.

Festival goers attending American Express presents BST Hyde Park will be able to immerse themselves in some of the most popular cultural trends and activities from past decades at a selection of new experiences on site, including a Y2K inspired hair bar. Six iconic hair styles inspired by Peter’s designs will be available to Cardmembers and three of their guests at the Y2K Hair Bar as part of The Amex Experience, and available to other festival goers at a kiosk on the site for select periods. The Amex Experience is a nineties and noughties shopping mall-inspired space, with a modern twist, including a Y2K themed Photo Lab, a retro arcade, and a variety of vendors stocking popular nostalgic snacks and drinks.

Peter Lux, celebrity hair stylist, said: “I’ve teamed up with American Express to create this summer’s newest festival hair styles inspired by the iconic Y2K era with a contemporary twist to help music lovers get festival ready this summer.”

Aaron Burke, VP Global Brand Sponsorships & Experiential Marketing at American Express, said: “We’re excited to return to American Express presents BST Hyde Park for a second year offering a range of on-site benefits for both Cardmembers and festival goers. This year, we’re showing what’s old is new again. Today’s festival-going generation craves authenticity, nostalgia and in-the-moment experiences. The Amex Experience will immerse them in some of the most popular cultural trends and activities from past decades, with our Hair Bar helping them get festival-ready like it's the Y2K.”

What’s on offer to Amex Cardmembers and guests at this year’s American Express presents BST Hyde Park, includes: 

• Club Soda Cocktail Bar: Cardmembers and their guests get access to an exclusive bar, serving classic cocktails as well as an iconic noughties classic; slushies. There will also be a slushy bar open to all festival goers.
• Y2K Food Court: Cardmembers and their guests can tuck into a delicious array of food and snacks from small businesses, as well as a retro Pick-N-Mix station filled with nostalgic treats.
• The Photo Lab: An epic photo experience where festival goers can capture themselves against an array of Y2K-themed backdrops each with an 80’s/90’s/00’s inspired aesthetic before customising with stickers and printing their picture to take home as a souvenir.
• Arcade City: A favourite noughties past-time with some modern additions, festival goers can play games including: Pacman, Space Invaders and Guitar Hero. Cardmembers can also win amazing prizes on selected games. ¹
• Customised Store: Festival goers can get the ultimate noughties look with bucket hats available to purchase and personalise on site, in addition to exclusive merchandise.
• Exclusive Merch: Cardmembers have access to purchase exclusive BLACKPINK merch onsite at BST Hyde Park in The Amex Experience on 2 July when BLACKPINK will be performing.
• Cardmember Merch Lane: Music lovers looking to snap up festival merch get access to 8 – 10 Cardmember-only lanes at the merch tent. ²
• Exclusive Mezzanine Viewing Platform: With amazing views over the Great Oak stage, Cardmembers and their guests can enjoy their drinks and the music with an extra special view. 
• Exclusive Cardmember Discounts: American Express Cardmembers receive 5% off ³ all purchases on site, as well as a complimentary re-usable water bottle. ⁴

ENDS

Peter Lux’s step-by-step tips for his top three Y2K festival looks

Space Buns

Step 1: Prep your Hair

Start by preparing your hair for styling.

Step 2: Section your Hair

Using a comb, create a horizontal parting across the back of your head, separating the hair you want to leave out from the rest.

Step 3: Create the Space Buns

Take the remaining hair, excluding the section you separated, and divide it into two equal parts. This will be used to create the space buns.

Step 4: Twist and Secure the Space Buns

Starting with one section, twist the hair clockwise until it begins to coil around itself. Continue twisting until the hair forms a bun shape.

Step 5: Merge with the Space Buns

Take a few strands of the remaining pieces of hair from each side of the section and wrap them around the base of each space bun.

Step 6: Final Touches

Check the overall look and make any adjustments to ensure symmetry and desired volume.

Colourful Crimps

Step 1: Prepare Your Hair Extensions

Start by preparing your clip-in hair extensions. Choose the colours that you want to incorporate into your hairstyle.

Step 2: Section Your Hair

Section your hair into two parts: the top section and the bottom section.

Step 3: Apply Clip-In Extensions                       

Starting with the bottom section of your hair, create a horizontal parting and secure the rest of the hair out of the way. Attach the clip-in extensions by sliding the clips onto the root of the hair and snapping them shut. Work your way up, gradually adding more extensions until you achieve the desired colourful effect.

Step 4: Crimp Random Sections                            

Take sections of hair from the bottom section, then using your hair crimper or crimping iron, clamp down the selected sections of hair somewhere along the section.

Step 5: Finishing Touches                                           

Once your hairstyle is complete, for extra hold and longevity, spritz some hairspray lightly over your hair. 

Spiky Zig Zag

Step 1: Prepare the Hair

Start by washing and conditioning your hair to ensure a clean and manageable base.

Step 2: Straighten the Hair

Straighten your hair from roots to ends. Work in small sections for better control and smoother results.

Step 3: Create a Zig Zag Parting

Section off a small triangular area at the front of your hairline, where you want your zig zag parting to start. Use a rattail comb or the end of a makeup brush to create the zig zag parting by making diagonal lines from one side of the triangular section to the other.

Step 4: Face-Framing Strands

Choose two to four skinny strands from the front section, close to the zig zag parting. These strands will frame your face. Gently pull them forward and separate them from the rest of the hair.

Step 5: Twisted Small Buns

Divide the remaining hair (leaving the front strands) into four equal sections. Twist each section tightly from the roots leaving about 2 inches of the ends untwisted and secure with a couple of grips leaving them sticking out and repeat.

Step 6: Styling the Face-Framing Strands

Untie or unclip the face-framing strands. Take each strand and braid it all the way to the ends and secure with a small elastic band. 

Step 7: Finishing Touches

To add a pop of colour and style to your look, incorporate colourful clips or hair accessories.

Step 8: Set the Style

To ensure your hairstyle lasts throughout the day, lightly mist your hair with a strong hold hairspray. This will help hold the straightened hair, keep the twists and buns in place, and prevent frizz.

Ts and Cs 

¹ UK, 18+ only. Enter between 13:00 – 20:00 BST on 24/06/23, 25/06/23, 30/06/23, 01/07/23, 02/07/23, 06/07/23, 07/07/23, 08/07/23, 09/07/23. To enter head to The Amex Experience at BST Hyde Park 2023. Receive two tokens to participate twice on the Grab Machine & successfully grab a ball to win a prize or on Guitar Hero. No purchase necessary. Prizes: 77 x slushie vouchers, 75 x food vouchers, 10 x VIP upgrades, 8 x water bottles, 10 x mezz access for the winner & one guest, 6 x bucket hats, 2 x vinyls,, 2 x pairs of Sugababes tickets (only available on 24/06/23 and 25/06/23), 2 pairs APE tickets, 3 pairs of BST tickets on 24/06/23 and 30/06/23, 2 pairs of BST tickets on 25/06/23 and 01/07/23, 5 pairs of BST tickets on 02/07/23 and 06/07/23  Max 2 entries per person. Max 2 Prizes per person. Visit www.promoterms.com/amexclawmachine for full T&Cs & Prize details. Promoter: American Express Services Europe Limited.

² Between 2PM and 10PM each day of the festival, head to the Flat Iron merch tent and show your Amex Card to an Amex staff member (wearing white t-shirt) to enter the Cardmember only lanes. Merch purchases must be made with an Amex Card. All Amex Cards are eligible. No refunds, all items are final sale. T&C’s Apply.

³ This offer is valid for American Express Cardmembers who show their American Express Card at the point of purchase on site at BST Hyde Park. The American Express Card is to be shown at the point of sale between–24 - 25 June, 30– 2 July and 6 – 9 July  2022 and the 5% offer is implemented.

An eligible Card means a valid American Express Consumer or Small Business credit or charge Card issued in one of the following eligible countries: UK, US, Australia, Canada, France, Germany, Hong Kong, Mexico, Netherlands, New Zealand, India, Italy, Singapore, Sweden, Spain, Japan.

Supplementary Cards, Corporate Cards, Pre-Paid Cards, and Lloyds Bank-issued Cards are not eligible for this offer. 

Offer only applies to spend made in Great British Pound (“GBP”) on the eligible Card. Qualifying spend may be made on all purchases onsite at BST Hyde Park on the enrolled Card.

The 5% discount will be applied at the point of purchase during the applicable dates (above) once the American Express Cardmember shows their American Express wristband or failing that their American Express Card.

Discount will only be rewarded if the spend is in Great British Pounds (GBP) on-site at BST Hyde Park and is met in accordance with these Terms and Conditions. If a Cardmember has an American Express Card and made purchases but has not received the discount, the Cardmember should go to the American Express Kiosk on site.

⁴  Head to an Amex Kiosk on site and show/tap your American Express Card to an Amex staff member to redeem (all staff members are wearing white Amex t-shirts). Limit one (1) bottle per Cardmember per festival day. T&C’s Apply.

MEDIA CONTACT

Red Havas on behalf of American Expres

AmexfestivalsPR@havas.com

+44(0)7340568042

Jack Calway – PR Manager

Jack.F.Calway@aexp.com

About American Express:

American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com, and connect with us on

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American Express works with AEG Global Partnerships, which oversees sponsorships across AEG’s global portfolio of assets, including BST Hyde Park, to deliver activations like these for their customers. From presale ticketing to creating memorable interactions, the two businesses work together to elevate experiences and make fans' days special.

About American Express presents BST Hyde Park:

Set in London’s beautiful Royal Park, BST Hyde Park kicked off in 2013 with The Rolling Stones reliving their legendary 1969 gig, plus Bon Jovi, Lionel Richie and many more packing out the park for memorable summer nights.

The event has featured many now famous shows from Carole King, Celine Dion, Stevie Wonder, Barbra Streisand, Adele, The Rolling Stones, Taylor Swift, Robbie Williams, Black Sabbath, Take That, Kylie Minogue, The Who, Blur, Kendrick Lamar, The Strokes and so many more.

Every year, each headliner is joined by a full supporting line-up across multiple stages, from major superstars to handpicked developing acts performing for fans from across the UK and the world.

And the midweek programme allows free access to the site with outdoor cinema, street food markets, children’s theatre, fitness classes, summer sports screenings, evening events, live music and much more.

About AEG Europe 

AEG Europe creates communities, places and spaces that deliver memorable moments through live entertainment and sports, giving the world reason to cheer. 

AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2 and Eventim Apollo in London; Barclays Arena in Hamburg; Mercedes-Benz Arena, Mercedes Platz and Verti Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Hyde Park in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Mercedes-Benz Arena. 

Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.