The LAB at Rockwell Group

JetBlue Terminal


The JetBlue Marketplace

John F. Kennedy Airport
New York, New York

Area of Service
Interactive Design
Environmental Design
Content Development
Software Production

55,000 sqft

It was time to re-imagine the JetBlue Terminal 5 Marketplace. Sharing a commitment to hospitality, we worked with JetBlue to create an airport terminal that was intuitive, engaging, and unifying in design. At JFK’s JetBlue terminal, the urban experience overlaps with the travel experience, becoming a microcosm of city life.

The marketplace specifically is an area that sustains constant motion. It was important to us to create pathways of movement that were more intuitive for passengers. We collaborated with tony award-winning choreographer and director Jerry Mitchell on a study of airport terminal circulation patterns.

Jerry Mitchell studied great New York City urban spaces as inspiration, which allowed us to ultimately optimize the use of natural corridors and create dynamic way-finding graphics in the space. Techniques inspired by the theater were translated into orchestrating a dynamic space. The concourse level was thus left open to foot traffic, with a custom yoke bringing interactive art and real-time information to the space.


The JetBlue Marketplace, with a custom yoke bringing interactive art and real-time information to the space, used choreography to inform the overall design.

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Selected Press

JetBlue Terminal 5, Architect Magazine

JetBlue Airways T5 at JFK, ArchDaily

It's Up To You, New York, SEGD

Passengers May Now Pirouette To Gate 3, The New York Times