New Terminal One (NTO) is part of the Port Authority of New York & New Jersey’s $19 billion public-private transformation of John F. Kennedy International Airport (JFK). As an all-international terminal, NTO is a key component of the transformation of JFK into a world-class global gateway that will include two new terminals, two expanded and modernized terminals and an entirely new, efficient roadway network when complete.

Arup is leading the world-class team delivering the art, branding, and digital experience program for JFK NTO. With the goal of evoking a powerful sense of place that is distinctly New York, the team is weaving together a compelling locally inspired and universally inspiring story told throughout the passenger journey. The carefully curated environment will include elements like dynamic digital signage, art installations, and a cohesive brand identity under the umbrella of JFK’s overall branding guidelines.

Art, branding and digital experience are typically handled as separate initiatives, each with their own impact on the customer experience— yet they are much stronger when considered together. Arup is taking an innovative approach designing the art, branding and digital experience as one integrated program, to set a new standard for holistic and seamless passenger experience at JFK Terminal One.

Passenger experience design

Arup is leading the team, strategically developing the program, and providing the digital experience design. Arup will guide the world-class team to envision and deliver an enhanced passenger experience for travelers who will use NTO at every step of their journey by creating an atmosphere that feels uniquely New York.

Arup has assembled a group of best-in-class designers and curators, comprising Pentagram, WeShouldDoItAll (WSDIA), Karlssonwilker, Gentilhomme, and Culture Corps. Culture Corps will be the lead curator for the NTO art program. Pentagram’s Eddie Opara is developing the corporate brand for JFK NTO and leading brand experience development for the terminal, with support from WSDIA and Queens-based Karlssonwilker. Gentilhomme is responsible for digital content design and production.

Our team at New Terminal One is committed to creating an incredible guest experience that will transform international travel at our nation's top global gateway. A world-class art, branding and digital experience program will be a key pillar in our strategy to make every guest experience an extraordinary moment to remember.

Jennifer Aument

Chief Executive Officer, New Terminal One

JFK New Terminal One

Arup is designing the art, branding and digital experience for JFK NTO as one integrated program