Marshalls Opens The Upgrade (pop-up) Lounge at New York (JFK) Airport
Marshalls (department store) has opened a free pop-up lounge at the New York Kennedy (JFK) Airport in Terminal 4. The Upgrade Lounge is only open during the busy Memorial Day holiday, from May 21st to 28th, 2025 and will operate from 8 am to 12 pm and 5 pm to 9 pm.
Access
The lounge is open to the public and does not require a reservation, airline status, or special invitation. This no-cost lounge access marks a strategic move by Marshalls to make high-quality experiences available to a broader audience, encouraging customer interaction with Marshalls' premium offerings.
The Upgrade Lounge is an initiative to address a significant market need, as a Marshalls survey* revealed that cost is a barrier for two-thirds of air travelers wanting lounge access.
Amenities
- Style-Centric Atmosphere: Travelers can immerse themselves in a chic environment with the latest on-trend fashion and travel accessories on display. They can relax and recharge in plush, lounge-worthy sofas and chairs while soaking up spring/summer style inspiration.
- Beauty Bar: Travelers can indulge in name-brand beauty products that are perfect for a refresh.
- Premium Giveaways: Travelers can enjoy complimentary high-quality amenity kits and snacks.
The Upgrade Lounge is paired with the Upgrade Shop, an online offering featuring a curated, seasonal collection of fashion and accessories. The Upgrade Shop was curated by TV personality Amanda Batula.
* Marshalls conducted an online survey from March 20 to March 28, 2025, of 2,000 US adults (18+) who have traveled by commercial air in the past year.
Closing Thoughts
I love to see pop-up lounges at airports. We have seen this before with Uber and other companies trying to connect with customers and offer travelers a little extra. I worry about how crowded this location will get, and I don't know why there is a midday break (between noon and 5 pm). It seems that since Marshalls is paying for this space, they would want to operate for an entire day. I don't know if there are any beverages at the lounge, but the press release did mention they will have snacks!