Delta - T4 Experience

Delta - T4 Experience

SoHo New York featured yet another temporary ‘airport’ space this month, as Delta took over a historic cast-iron building on West Broadway and Broome St. and turned it into a mini-airport.

As JFK’s Terminal 4 was due to open, the ‘Terminal 4 Experience’ designed in part by Delta’s brand agency Lippincott was created to showcase the feel, detail and finishes of the new terminal to generate interest before the grand-opening of the company’s state-of-the-art, USD 1.4 billion Terminal. Photos available here.

The space was open during the first three weeks of May, and had all the amenities of the actual JFK terminal and even offered $4 lunch boxes served on a conveyor belt simulating a baggage carousel. “We wanted to give New Yorkers something they can touch,” said Gail Grimmett, Delta’s senior vice president New York. The entire second floor of the SoHo pop-up dubbed ‘T4X’ was turned into a copy of Delta’s Thom Filicia-designed Sky Deck and its Sky Club, both available via annual membership or to premium ticket holders.

On the 23rd May, British Singer Ed Sheeran hosted a concert at the T4X to celebrate the launch of the actual terminal opening the following day.

Delta reportedly paid close to six-figures for the six-week rental of the building, which formerly housed a Tommy Hilfiger boutique and Johnny Walker pop-up.