Marshalls brought its promise of accessible style and value to the airport with The Upgrade Lounge, a pop-up experience at JFK’s Terminal 4. Designed to give everyday travelers access to premium perks without the first-class ticket or lounge membership, the activation transformed the airport experience with a stylish place to relax, recharge, and discover elevated travel essentials.

Open to all travelers, the lounge featured comfortable seating, beauty amenities, complimentary snacks, and custom Marshalls amenity kits. The experience extended beyond the airport through a media preview event, influencer partnerships, and social-first content featuring Vivian Tu (@YourRichBFF) and Amanda Batula, who also curated The Upgrade Shop.

In its first week, the activation distributed more than 9,800 amenity kits, generated 32M+ earned social impressions and 119M+ media impressions, and drove 30,000 visits to The Upgrade Shop (ecomm).

The upgrade lounge

MARSHALLS | Summer | 2025

THE CHALLENGE

Bring Marshalls’ promise of “access to better” to life in an unexpected setting during one of the busiest travel periods of the year. Create a premium airport lounge experience that challenged the exclusivity of traditional airport lounges, showing that comfort, elevated amenities, and a little luxury could be accessible to everyday travelers—not just those flying first class.

MY ROLE

Executive Producer providing senior production oversight across the full activation, including custom lounge fabrication, amenity kit development and fulfillment, media preview event production, airport coordination, permitting, and content capture. Managed production partners, contracting, budgets, logistics, and cross-functional workstreams, coordinating with JFK Airport and the Port Authority to bring the experience to life.

PRODUCTION

Produced the custom lounge fabrication and installation at JFK Terminal 4, along with 10,000 branded amenity kits and the seven-day airport activation. Responsibilities included casting brand ambassadors, producing a media preview event, and overseeing two days of photo and video capture—one at Grand Central Terminal and one at the lounge featuring Vivian Tu (@YourRichBFF). Amanda Batula also attended the preview and captured her own social content to promote the experience.