The JetBlue Marketplace
John F. Kennedy Airport
New York, New York
Area of Service
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.