Rockwell Group worked with JetBlue to re-think the airline’s
brand concept and to re-imagine the T5 marketplace – a triangular retail and
dining area where all three concourses will meet. JetBlue believed that the marketplace was the
one area in its new terminal where it could fully exhibit its
“JetBlue-ness.” In response, Rockwell
Group expanded JetBlue’s brand concept by equating “JetBlue-ness” with “New
York-ness” and created a marketplace interior concept that is bold, celebratory
and affirmatively New York.
In the marketplace, Rockwell Group installed one 4’ tall custom designed
grandstand and one 2’ tall platform made from structural steel, inspired by
some of New York’s most iconic gathering
places like the steps of the Metropolitan Museum of Art, the bleachers of Yankee
stadium, and stoops of New York
brownstones. Above this seating area is a circular digital information ring
suspended by a cable system that recalls the iconic forms of the adjacent roofscape
of Eero Saarinen’s landmark TWA terminal.
Located at the center of the marketplace, the cable system and information
yoke will be visible from all three concourses, creating a dynamic focal point.
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