Marshalls upgrade lounge
Role: Creative + Design Direction
with Emily Klammer, Conrad Crespin, Graham Robson, Daniel Licht, + Alex Ohannessian
Insight
Over Memorial Day weekend, one of the busiest travel periods of the year, Marshalls wanted to bring its brand promise of “access to better” to life in a way that felt unexpected, premium, and inclusive. The goal was to show that better isn’t just for the few, it’s for everyone, even in a space as exclusive as an airport lounge.
Idea
We created The Upgrade Lounge, a complimentary luxury experience in JFK’s Terminal 4 designed for everyday travelers, not just those flying first class. It was a stylish, stress-relieving oasis built to reflect Marshalls’ values: high quality, low barrier, and good surprises everywhere.
Execution
I served as one of the creative leads, overseeing the design and shaping key brand elements, including The Upgrade Lounge logo, visual identity, and experiential design. We transformed the space with elevated décor, cozy seating, a Glow & Go Beauty Bar, premium amenity kits, and snacks and drinks. The campaign extended across earned media, digital, and experiential channels, tying together physical presence and brand storytelling in a seamless, feel-good experience.
Outcome
The results in just one week were staggering:
9,800+ amenity kits distributed
32M+ earned social impressions across 44 posts (surpassing KPIs)
119M+ media impressions from 39+ traditional press articles
30K visits to The Upgrade Shop curated by Amanda Batula with $26K in revenue and an average order value of $12
98% positive sentiment, with users expressing a stronger connection to Marshalls’ purpose
We also partnered with a diverse set of influencers, including Amanda Batula, Vivian Tu, and Marshalls Mbassadors, who helped drive authentic engagement and expand our reach across new and loyal audiences alike.
“It’s so nice for people who don’t have a chance to experience a lounge! Marshalls always knocks it out of the park.”
“This was perfect. I shop at Marshalls but this place is so nice. I didn’t have to sit at my gate and loved being here. The team is so good and I love the messaging. I filled out a survey. Not for the gift card but because I want you to know how special this was.”
“I didn’t know Marshalls sold these designer brands.”
“This goes a really long way. I don’t have the money to go to a lounge. I love Marshalls. Thank you for doing this!”
“I have had the worst travel day. I was talking to customer service and told them I’d love a day pass to a lounge to make up for everything. And then I walked up on this! It was a sign from the universe.”
“This was the most amazing experience of my life. I got to enjoy all of this without flying first class!”
“This was the most amazing experience of my life. I got to enjoy all of this without flying first class!”