JFK New Terminal One Retail Design Concept and Guidelines

New York, New York
An Experience That Delights

Airport terminals have historically been defined by their anonymity, with few authentically reflecting their cultural or geographical contexts. The highly anticipated New Terminal One (NTO) at John F. Kennedy International Airport in Queens, however, challenges this paradigm by establishing a place-specific retail experience. Our concept is grounded in New York City’s reputation as a global hub of creative collaboration, constant invention, and moments of wonder—a place where people of all ages experience delight.

Comprehensive branding, wayfinding, and customer journey mapping informed the design from arrival to departure. The project re-imagines the experience of terminal retail along a path that takes travelers from a park environment into a grand hall decorated with “dressed” pavilions and bustling with urban activity.

a large airport concourse with landscaping and a food stall
Our retail experience concept gives vendors the flexibility to express their unique brand identities, sparking an eagerness to secure a presence in the terminal.
A Unique Experience, Connected to the City

Our framework provides a kit of parts that retailers can use as a canvas for their brands. This makes the terminal an extension of New York City’s retail landscape, which is known for its blend of iconic window displays, diverse mom-and-pop shops, and boldly designed luxury storefronts.

Garden spaces and a large food hall evoke the city’s parks and urban streetscapes, with diverse seating options providing a relaxed, social atmosphere. Lush greenery, sunlight, and natural materials promote wellness in every part of the terminal.

In the terminal's grand hall, each vendor's pavilion is custom tailored to their brand identity using our NTO framework.
When developing the NTO framework, we journey mapped and planned the experience of the entire terminal, from curbside to gate.
"The World's Runway"

The framework consists of a series of flexible structures that tenants can dress however they choose, while also fulfilling the unique needs of airport retailers and operators.

When completed, NTO will introduce visitors to New York with a culturally specific retail landscape. Meanwhile, New Yorkers returning home will be greeted by an airport experience that feels like walking the vibrant streets of their city.

An airport concourse with shops

Project Team

Robert Clemens
People
Robert Clemens
Mariana Giraldo
People
Mariana Giraldo