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Delta Pop-Up Previews New J.F.K. Terminal

The marketing event rebranded a former retail building in SoHo for Delta.

The pop-up's Sky Deck at the Delta Sky Club room was inspired by the terminal's new outdoor lounge at J.F.K. A projection of the sky featured an airplane that periodically soared across the screen cued with sounds of flight takeoffs and landings.

Photo: Anna Webber

To promote its soon-to-open Terminal 4 at John F. Kennedy International Airport, Delta Air Lines opened a pop-up experience dubbed T4X in a SoHo storefront. The showcase, which MKG produced, turned two floors of a former Tommy Hilfiger shop into a simulation of the new terminal and will be open to the public Tuesdays through Saturdays through May 22.

The experience offers complimentary travel essentials, prize giveaways, and a simulated tour of the newly renovated terminal, as well as for-sale lunches from a menu by chef Michelle Bernstein.

“The overall concept was to bring the new amenities and offerings available at J.F.K. Terminal 4 to Manhattan while highlighting Delta's commitment to making the flying experience in New York better,” MKG production manager Hall Carlough said. “We didn't want the airport concept to be too literal, so we tried to focus on the creative ways of messaging the upgrades to really engage consumers' interest.”

Delta held a press preview May 1 and an opening reception that evening for around 300 of Delta's executives, partners, and customers with DJ Theophilus London spinning.

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