JFKIAT, the operator of Terminal 4 at John F. Kennedy (JFK) International Airport, has built a reputation for delivering unexpected and innovative experiences to travellers. In June last year, its ‘Where Will You Go Next’ lifesize ‘colouring book’ mural encouraged visitors to bring to life the joys of travel. Now, in a move that raises awareness among travellers of several New York City brands, JFKIAT has launched a Selfie Station in collaboration with Harlem and Brooklyn-based entrepreneurs. The experiential pop-up, which runs to 29 April, features fashion brands Project 96, Bag Shop NYC, and Against Medical Advice, highlighting their perspective of New York while incorporating elements of the brands’ identities. Project 96 Owner and Project Fulfiller Peter Johnson commented: “The installation is a celebration of the human experience, which is a vivid representation of the human-centric brand that is Project 96.

“Our booth design is intended to mirror a cross-cultural space that allows people to break down feelings of displacement, whether they call New York home, or they are many miles away from home.” Bag Shop NYC – a reusable bag brand whose designs are inspired by iconic New York city imagery – also features in the Selfie Station. “We hope that travellers feel a sense of nostalgia as they are met with the classic ‘Thank You Bag’ design and shopping carts, all while being inspired to make the permanent switch to reusable bags,” said Bag Shop NYC Co-founder and Owner Aisha Ndiaye. “We would like our booth to be an example that we can bring ideas and imagery from the past into a present and future that is more inclusive, sustainable, and better for all.”

Against Medical Advice (AMA) – founded and owned by designer and stylist Oluwole Olosunde – takes inspiration from his work as a registered nurse. A 20ft tall AMA 3-D figure stretches across the Selfie Station booth. According to the brand, the figure’s blueprint depicts the vital organs essential to the body to demonstrate functions that support daily life. “JFK’s Terminal 4 is a clear depiction of the melting pot that is New York City, with so many travellers from many parts of the world, all with different languages, cultures, clothing, and cuisine,” noted Olosunde. “Although on the surface we may appear as different and live different lives, the similarities below the surface are what make us all the same. This blueprint is a reminder of that.” The installation is a reminder of how airports can be a positive force for promotion of local culture, offering artist and entrepreneurs an audience they would never otherwise engage with.