"BlueHouse, a 9,000-square-foot space exclusively available to select JetBlue Airways customers, welcomed its first guests at 5 a.m. this morning as the airline's first foray into the pitched battle for lucrative premium fliers. Designed by Gensler, BlueHouse is a smorgasbord of New York's iconic and eclectic design heritage. From the Art Deco elevator indicator to black-and-white deli tile on the floor and the Grand Central Terminal-inspired ceiling mural, the space screams Big Apple while staying true to JetBlue's quirky and, well, blue heritage."
"BlueHouse is part of the larger premiumization trend sweeping air travel. Everyone from JetBlue to egalitarian stalwart Southwest Airlines and even discounter Spirit Airlines are unveiling more upscale offerings for their planes and at airports. The aim is two-fold: strengthen loyalty among top tier customers and wring more money from everyone all in the hope of improving their bottom lines."
BlueHouse is a 9,000-square-foot lounge in Terminal 5 at JFK exclusively available to select JetBlue customers, opening to guests at 5 a.m. Designed by Gensler, the space blends New York design cues — Art Deco elevator indicator, black-and-white deli tile, and a Grand Central-inspired ceiling mural — and features 45 artworks by city artists and JetBlue crewmembers, including a bespoke piece by Matt Reuter. BlueHouse is part of JetBlue's JetForward premium push that includes another lounge at Boston Logan in 2026, domestic first class on Airbus planes, a partnership with United, and changes to the TrueBlue loyalty program. The premium push aims to strengthen loyalty among top-tier customers, increase revenue across customer segments, and compete with rivals such as Delta, Southwest, and Spirit.
Read at Fast Company
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