Digging into what defines luxury for the airline's top-tier travelers
Interview: Sam Roberts on the New JFK Delta One Lounge Design
Digging into what defines luxury for the airline’s top-tier travelers
Delta Air Lines‘ unveiling of the Delta One Lounge at NYC’s John F Kennedy International Airport this past June is a bold statement about their perspective on premium travel. Designed with a deep understanding of the diverse needs of modern travelers, the lounge is a merger of luxury and functionality in a way that goes beyond the typical airport experience. According to Sam Roberts, Delta’s General Manager of Sky Club Design and Facilities, the lounge is not just a haven for relaxation but a curated experience where guests can dine, unwind and recharge in a setting that pays homage to New York City’s architectural history.
In a recent conversation, Roberts delved into the strategic thinking behind the lounge, revealing that Delta’s design approach was heavily influenced by the shifting demographics of its premium customers, particularly millennials. With their focus on high-quality food, personalized service and time efficiency, this growing segment has shaped much of the lounge’s offerings. Furthermore, the design brief, “Curate Your Own Experience,” emphasized creating varied environments and experiences within the lounge—whether that be enjoying a meal in the Brasserie, finding tranquility in the Serenity Lounge or indulging in wellness services. This philosophy ensures the space meets the varied needs of premium travelers, making it not just a stopover but a destination in itself.
Thinking about creating a Delta One lounge there are many potential customer segments. How would you summarize/describe them?
In planning this lounge, we looked to both our current and future customers. Our consumer insights team identified millennials trending toward one-third of the Delta One customer base by 2025, with that percentage growing in the years to come. Their brand-choice drivers focused on high-quality food and beverage offerings and service that is warm, caring and personalized—while also showing a respect for their time.
Looking at the premium lounge offerings around the world, what prompted this design direction as a differentiation point?
Our goal was for the lounge to be rooted in New York City, with a design language that paid homage to the city’s rich architectural history (including JFK airport). We wanted to elevate the concept of what an airline lounge could be, anchoring the design in context while creating a modern oasis for the premium traveler.
What was the “brief” given to the design team and was that team internal to Delta or an outside agency?
The vision relayed to our design partner was “Curate Your Own Experience.” That is giving guests many different ways to experience the Delta One Lounge depending on their preference. Guests looking for restaurant-quality dining can enjoy a meal in the Brasserie. Guests looking to disconnect can relax in the Serenity Lounge or enjoy pampering from a Grown Alchemist-certified attendant in the Wellness area. There’s space to dine, drink, relax, freshen up, get last-minute work done, even get a shoeshine—the Lounge is designed to meet the needs and wants of the premium traveler, whatever they may be. Furthermore, we wanted to mentally transport guests, so that they felt the experience and design of the lounge could have been anywhere in the city (rather than an airport).
What drove the selection of your creative and hospitality collaborators?
Both Arup and Gensler have a strong history with Delta, and with JFK, having been the primary design partners for Delta’s multiple expansion projects at JFK Terminal 4. Additionally, Gensler’s New York City-based hospitality team has a track record of exceptional hospitality projects; from day one, they understood what we were trying to achieve from an experience perspective.
What does this lounge signal for Delta moving forward?
The lounge represents a continued focus on our premium customers, elevating their experience across all touchpoints of the travel journey. Our goal is for the lounge to be a compelling reason to fly Delta One.
Of all the features the lounge has, was there one that drove design decisions more so than the rest?
One major priority was to make the bar and restaurant feel iconic—in line with some of the best restaurant and bar locations in the city. We wanted to create a bar and dining experience that guests would want to brag to their friends about having visited.