The Upgrade Lounge

project details

project details

Air travel rewards the few: status, points, priority lines, and velvet ropes. Marshalls believed that was backwards. So at JFK, we created The Upgrade Lounge by Marshalls, a free, premium oasis that acted like a universal loyalty program built on care instead of status. Comfortable seating, quiet zones, charging stations, refresh moments, and thoughtfully designed amenity kits brought Marshalls’ “good stuff” philosophy to life in an unexpected place.

Instead of asking travelers to earn comfort, Marshalls simply gave it to them, reframing what brand loyalty could look like in a stressful, everyday moment.

The response proved the idea worked: 96% of travelers said the lounge made their experience better; 10,000+ amenity kits were distributed; 90% agreed Marshalls delivers high-quality items for all; $55K in on-site sales; and 230M earned impressions across press and social, with coverage in Teen Vogue, Travel + Leisure, and InStyle.

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