Airport Experience® News - ACDBE Issue 2026

BEFORE YOU TAKE OFF

A SHOPPING LOUNGE Marshalls Made Its Debut – Pop-Up Style – Last Year At JFKIAT

BY SARAH BELING

Left, Above: The Upgrade Lounge at John F. Kennedy International Airport featured discount retailer Marshalls, in partnership with Clear Channel Airports. Photo credit: Dorothy Hong

Sonya Cosentini, vice president of brand marketing at Marshalls. “We found that for two in three air travelers, cost is a major barrier to upgrading an airport experience. That insight, along with our core belief that everyone deserves access to better — better quality, better experiences and better value — sparked an opportunity for us to extend our brand beyond the store.” The Marshalls and JFKIAT teams set their sights on a pop-up preceding Memorial Day weekend to capitalize on the unofficial start of the summer travel season, adds Jain. “Marshalls initially engaged [JFKIAT advertising partner] Clear Channel [Airports] with the idea for a Memorial Day activation and worked closely with JFK T4’s customer experience and commercial team to bring the concept to life,” she says. “JFK T4 was selected for its position as the busiest terminal at JFK Airport (the terminal serves approximately 44% of the airport’s total passenger traffic) and [its] uniquely diverse mix of passenger profiles, making it an ideal stage for a high-impact brand moment.” “The planning process spanned staff training, media and influencer engagement, and round

irport lounges may be all the rage, but how many of them are shoppable? At John F. Kennedy

the-clock operational planning,” adds Jain, noting that “operating within a highly regulated airport environment underscored the importance of thoughtful execution and strong cross-functional coordination. As part of the effort, our concessionaire partner Hudson (Avolta) supported the pop-up by providing lounge snacks and beverages, while Marshalls increased its media spend across the airport’s advertising network to amplify visibility and reach.” The response from travelers “was overwhelmingly positive,” says Cosentini. “Many guests shared that it was their first time ever experiencing a lounge, and the gratitude and excitement were truly palpable. That enthusiasm extended onto social [media], where organic content captured the delight and sense of discovery around the experience,” she adds. And while there aren’t currently plans for another Marshalls pop-up, says Jain, JFKIAT continues to provide similar offerings through its arts and culture program featuring exhibits, performances, and interactive installations from local brands, artists, and cultural institutions.

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International Airport’s Terminal 4 (operated by JFKIAT ), a collaboration between the airport and famed designer discount retailer Marshalls gave travelers the chance to browse the latest trends before takeoff. The Upgrade Lounge, a limited-edition pop-up that premiered in May 2025, offered passersby a place to put down their luggage, sample beauty products, peruse a selection of shoppable Marshalls styles curated by Bravo Summer House star Amanda Batula and pick up free amenity kits for the flight ahead. The collaboration arrived as part of the airport’s North Star initiative, a $1.5 billion terminal redevelopment program designed to upgrade the T4 travel experience, says Belinda Jain, vice president of customer experience and commercial for JFKIAT. “As part of the project, we’ve been transforming T4’s entire commercial program, and bringing The Upgrade Lounge to T4 passengers was a component in that transformation,” she adds. The inspiration for The Upgrade Lounge “came directly from consumers,” says

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AX NEWS JUNE 2026