As airports continue to evolve and cater to the modern traveler, one notable new addition has arrived at John F. Kennedy International Airport (JFK). On May 21, 2025, Marshalls, the popular off-price retail chain, launched its very first airport lounge, known as The Upgrade Lounge, in Terminal 4. Aimed at enhancing the travel experience, this new offering is designed to provide a relaxing, comfortable, and somewhat indulgent space for passengers passing through one of the busiest airports in the United States.
The Upgrade Lounge represents a significant shift in the typical airport lounge model, blending the comforts of a traditional lounge with Marshalls’ signature retail twist. It is a bold step for Marshalls, a brand known for delivering high-quality, discounted merchandise, and it opens up new possibilities for travelers seeking a refreshing, affordable upgrade during their airport downtime.
A New Kind of Airport Lounge
For years, airports have catered to premium passengers through first-class lounges, but The Upgrade Lounge by Marshalls is not exclusive to high-paying customers. Rather, it offers an inclusive space where anyone can relax, recharge, or shop. Located in Terminal 4, which services both international and domestic flights, the lounge features a modern, welcoming design with comfortable seating, ample charging stations, and access to high-speed internet, making it an ideal place for both business and leisure travelers.
Unlike typical airport lounges that focus primarily on relaxation, The Upgrade Lounge combines elements of a retail experience, allowing passengers to browse and shop the discounted Marshalls merchandise while they wait for their flight. This innovative blend of relaxation and retail provides a unique airport experience, adding a level of excitement and indulgence not traditionally found in an airport lounge.
The lounge is open daily from 8 a.m. to 12 p.m. and 5 p.m. to 9 p.m., offering a comfortable space for passengers to unwind before their flight. The seating area, however, remains available 24/7, making it a flexible spot for travelers with late-night or early-morning departures.
“We’re thrilled to offer travelers a brand-new experience that combines the comfort and convenience of an airport lounge with the exciting discovery of shopping,” said Jenny Simmons, Vice President of Marketing at Marshalls. “Our lounge offers a space to relax, recharge, and even enjoy a little retail therapy—all while maintaining the affordable, high-quality value that Marshalls is known for.”
A Relaxing and Comfortable Space
The Upgrade Lounge’s design focuses on creating a relaxing and functional environment, offering something for every type of traveler. The space features stylish seating arrangements, including plush chairs and sofas designed to provide maximum comfort during long waits. Ample charging stations are available for travelers looking to power up their devices, and free Wi-Fi allows for easy access to work or entertainment.
One of the most standout features of the lounge is its quiet zones and workspaces. For business travelers, there are private booths and desks equipped with high-speed internet, ideal for making calls, catching up on emails, or preparing for meetings. These workspaces are separated from the main seating areas, ensuring that noise and distractions don’t interfere with productivity.
For those looking to take a break and relax, the lounge provides ample space with soft lighting and soothing décor to create a calm atmosphere. There are also cozy corners with comfortable seating designed for passengers who prefer a bit of privacy while they unwind.
Retail Meets Relaxation
One of the most unique aspects of The Upgrade Lounge is the integration of Marshalls’ popular retail offerings. A designated retail corner within the lounge allows travelers to browse a variety of discounted merchandise, including clothing, accessories, and small home goods. This brings a fun, spontaneous shopping experience to passengers who may be looking for last-minute essentials or gifts before their flights.
Additionally, the Upgrade Lounge offers a range of complimentary snacks and beverages. Travelers can enjoy a selection of fresh juices, coffee, and a variety of snacks from local New York vendors. Whether you’re in need of a quick caffeine fix or just looking for a light bite before your flight, the lounge’s offerings are sure to satisfy.
Marshalls has long been known for providing high-quality merchandise at affordable prices, and this partnership with JFK Airport demonstrates how the brand is adapting to changing travel trends. The inclusion of retail elements into the lounge experience is an exciting way to make the waiting period more engaging and enjoyable for passengers.
A Response to Changing Airport Trends
The opening of The Upgrade Lounge is a reflection of the growing trend toward more luxurious, yet accessible, airport experiences. As airports become hubs of not only transit but also relaxation and entertainment, travelers increasingly seek comfort and excitement during their layovers. In recent years, more airports around the world have introduced lounge concepts that go beyond simple seating areas, offering gourmet food, spa services, and immersive environments.
According to a 2024 report by the International Air Transport Association (IATA), travelers’ expectations are shifting. With the rise of premium travel experiences, there has been a notable increase in demand for high-quality services, including relaxing spaces, private work areas, and even entertainment options, in airports. In this environment, The Upgrade Lounge by Marshalls fills an important niche, offering travelers a unique and budget-friendly way to enjoy an elevated airport experience.
Additionally, the integration of retail within the lounge space aligns with a larger trend of merging traditional shopping experiences with airport amenities. In airports like London Heathrow and Dubai International, luxury brands have begun to make their way into lounges, offering high-end shopping experiences to premium passengers. Marshalls, however, is taking a different approach by offering value-oriented, high-quality merchandise at discounted prices, making it accessible to a wider range of travelers.
Future Expansion Possibilities
While the Upgrade Lounge is currently a temporary installation at JFK Terminal 4, there are hints that Marshalls may consider expanding the concept to other major airports across the country, depending on its success. As travelers continue to prioritize comfort, convenience, and unique experiences, this concept could inspire other retailers to create similar collaborations with airports to offer passengers a chance to relax, shop, and unwind.
The concept has the potential to be a game-changer for how airports approach customer satisfaction. With retail partnerships like Marshalls leading the way, we could see an entirely new class of airport lounges in the future—spaces that combine the best elements of relaxation, convenience, and shopping all under one roof.
Conclusion
For anyone passing through JFK Airport, The Upgrade Lounge by Marshalls is an exciting new addition to the travel experience. Whether you’re looking to relax before a long flight, catch up on work, or indulge in a bit of retail therapy, this lounge offers a unique and accessible way to enhance your airport experience. By combining relaxation, comfort, and retail in one innovative space, Marshalls is redefining what it means to spend time in an airport lounge.
