The LAB at Rockwell Group
JetBlue Grandstands 02 300.jpg

JFK JetBlue Terminal

What If... You could choreograph movement through an airport?


JetBlue Terminal

John F. Kennedy Airport
New York, New York

Area of Service

Interaction Design
Environmental Design
Content Development
Software Development


55,000 sqft

It was time to re-imagine the 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. He 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. The concourse level was thus left open to foot traffic, with a custom yoke bringing interactive art and real-time information to the space.


Techniques inspired by the theater are translated into orchestrating a dynamic space.

Creating a model allowed us to study from all perspectives how people would flow and move throughout the space.


Selected Press

07/17/2012, Architect Magazine — JetBlue Terminal 5

03/22/2011, ArchDaily — JetBlue Airways T5 at JFK

11/24/2009, SEGD — It's Up To You, New York

05/28/2006, The New York Times — Passengers May Now Pirouette To Gate 3