2019

Away Terminal A

Digital Designer, Away

How might we bring a brick-and-mortar experience to life digitally?

Terminal A was Away's NYC pop-up shop designed like an airline terminal — the travel experience condensed into an interactive shop. The digital task was to translate that world into a landing page and email campaign that felt as considered and immersive as the physical space itself.

Design Team: Travis Weihermuller + Sho Shibuya + Regina Puno + Ryan Dutch + Vanessa Lam  |  Copywriters: Trace Barnhill, Kaela Myers, Erin Cullinane  |  Developer: Praesens

Terminal A's exterior signage

The Brief

Away's Terminal A pop-up needed digital touchpoints that announced the event and conveyed the concept. Working in-house alongside Away's brand team and digital team, the task was to design a landing page and email campaign that captured the terminal's graphic, literal world: boarding passes, airport ephemera, and the language of travel, translated into a digital-native experience.

The Solution

The result takes airport iconography at face value. Custom illustrations, an abstracted floor plan navigated by scrolling, and terminal-system typography give the digital experience the same specificity as the physical one. Close collaboration with developers allowed the landing page to become genuinely dynamic.

Isometric view of the event's "security" station

Illustrations

Custom illustrations give the system its personality — passport, boarding pass, luggage, and travel bag rendered in a graphic, flat style that playfully nods to airport signage.

Abstracted floor plan

Landing Page

The landing page opens with a boarding pass-style arrival card before giving way to an abstracted map of the terminal. Scrolling moves visitors through the five stations, each with its own illustration, headline, and copy, mimicking the physical experience of moving through the space.

Communications

The email campaign extended the terminal language into the inbox — Priority Boarding for VIP guests, styled as a boarding pass with arrival times, location, and an RSVP prompt.

Pop-Up Event

The digital identity carried directly into the physical space. Exterior signage, interior wayfinding, and in-store screens maintained the same graphic language across every touchpoint.

In-store digital screens carrying the graphic language into the physical space