In an in-person marketing initiative linked to e-commerce, Marshalls has opened The Upgrade Lounge at New York’s John F. Kennedy International Airport for Memorial Day weekend.
Open to travelers through May 28, the pop-up lounge delivers what Marshalls described as a premium airport experience with no first-class ticket required. Marshalls designed the lounge as a manifestation of its branding position that everyone deserves access to better quality, better experiences and better value. The TJX banner took that positioning beyond the store aisles to the major airport serving the New York metropolitan area, Marshalls stated.
The Marshalls Upgrade Lounge offers complimentary amenities and premium perks reflecting on-trend fashion, top beauty brands and travel essentials available from the off-price retailer. The airport effort promotes a shoppable curated presentation — The Upgrade Shop— developed with reality TV personality Amanda Batula and now available on Marshalls.com.
Features of The Upgrade Lounge:
- Style-Centric Atmosphere. Travelers can enter an environment displaying the on-trend spring/summer fashion and travel accessories while they relax and recharge on plush sofas and chairs.
- Beauty Bar. Visitors can check out name-brand beauty products.
- Premium Giveaways. Travelers can enjoy free quality amenity kits and snacks.
“Marshalls is all about giving everyone access to the good stuff: high-quality, stylish finds at amazing value,” said Sonya Cosentini, Marshalls vice president of brand marketing. “That’s what we deliver in our stores and online every day, and this Memorial Day weekend, we’re bringing that same philosophy to travel with The Upgrade Lounge. By offering an elevated experience for travelers where they can relax and engage with Marshalls and the premium products we offer.”
