DELTA: JFK WINDOW SEAT SHOP
TAKING MEMBER BENEFITS TO NEW HEIGHTS THROUGH A HIGH-FLYING POP-UP AT JFK
RETAIL POP-UP | ENVIRONMENTAL DESIGN | BRAND ACTIVATION
As a leading global airline, Delta Airlines’ SkyMiles loyalty program had been consistently recognized as one of the best in the world. To stay on top, Delta is always looking for new ways to provide unique member experiences, and opportunities to collect additional miles, while promoting top destinations.
We collaborated with our friends at Wieden+Kennedy to create The Window Seat Shop, a high-end, temporary pop-up shop in JFK airport that allowed members to earn additional frequent flyer miles by purchasing artisan-created products and gifts from around the world.
Large arched openings welcome passing travelers. The brushed metallic cladding of the exterior surfaces act as a reference to aircraft exteriors.
EVERY PRODUCT WAS SHOWCASED IN AN ILLUMINATED ALCOVE MIRRORING THE SLEEK SILHOUETTE OF AN AIRPLANE WINDOW.
Our brief was to design an aviation-inspired retail space with an upscale, yet approachable feel for travelers passing quickly through the Delta terminal at JFK airport. Great care was taken throughout the design process to create an immersive space, without overwhelming the small footprint, and while showcasing product storytelling.
The emulate a plane’s fuselage, the exterior walls were clad in a brushed metal facade with rounded corners. Large, lit arched openings on three sides allowed the vibrant glow of the interior to draw in passing travelers.
The most prominent feature of the space was the dozens of airplane window-shaped openings that lined the walls housing digital screens, or alcoves for product display. Window displays on the exterior also included working window shades with product information that passers-by could raise and lower to view the product within. The global provenance of the items for sale was reinforced by an inner window wrap illustrating the global origin of the objects inside.
A giant-scale airplane window at the rear exterior of the shop offered an interactive display with photos of various Delta travel destinations creating a shareable photo moment and additional engagement with passing travelers.
At the brushed aluminum-clad central concierge desk, where staff wore flight attendant-inspired uniforms including sky blue apparel, cloud-motif scarves and custom enamel pins, SkyMiles American Express cardholders could have special metal luggage tags custom laser engraved.
Speaking of the project, Morten Gotterup, president of Clear Channel Outdoor’s Aiports Division said “Delta’s Window Seat Shop at JFK airport exemplifies the cutting-edge experiential activations sophisticated airline travelers gravitate toward and it arrives as the record-breaking travel season takes off.”
The multi-week activation received media mentions in Travel and Leisure, AdAge, and Business Traveler USA among others, and successfully sold through the limited product collections, with the companion online store selling out within the first week.
“DELTA’S WINDOW SEAT SHOP AT JFK AIRPORT EXEMPLIFIES THE CUTTING-EDGE EXPERIENTIAL ACTIVATIONS SOPHISTICATED AIRLINE TRAVELERS GRAVITATE TOWARD…”
-Morten Gotterup
President, Clear Channel Outdoor
AT-A-GLANCE
CLIENT: Delta Airlines
TYPE: Brand Activation + Retail Pop-up
LOCATION: JFK Airport, New York
ACTUALIZATION: Pop-up shop targeted toward Delta SkyMiles members to obtain loyalty miles by shopping a curated selection of globally-sourced items.
PARTNERS:
Wieden+Kennedy / 11th Street Workshop / BeTerrific / DJ Graphics
OUR ROLE:
Graphic Design
Collateral + Packaging
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Custom FF+E Design
Production + Build Management
Fabrication Oversight
Installation Oversight
PROJECT GALLERY
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