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Kate Spade Saturday Opening Genius, Techy Airport Showroom

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The JetBlue terminal at JFK. Image via <a href="">Rockwell Group</a>.
The JetBlue terminal at JFK. Image via Rockwell Group.

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Despite the fact that the brand launched online and brick-and-morter locations have been slow to open, Kate Spade execs envision a big future filled with lots of stores for Kate Spade Saturday. As the company's senior VP Kyle Andrew said in July, "We have big plans for this brand...It can be in a lot more places than Kate Spade can be."

One of those places is New York City's JFK airport where, for the holidays, Kate Spade Saturday will burst onto the scene in the JetBlue terminal with a neon yellow pop-up shop open December 9 through the 20. "It's like a sunny little oasis in the middle of a teeming terminal," said Andrew. The genius concept behind the shop is that busy consumers racing through an airport can browse product, buy it, and then whatever they purchase will be shipped the next day so shoppers won't have to schelp their buys onto the plane with them. "We asked ourselves, 'Where is [the customer] going to be at holiday time?' Rushing through the airport with last-minute shopping to do," said Andrew. "It's an unexpected place to do something in an unexpected way."
· Kate Spade Saturday Opens in SoHo [WWD, sub req]
· 'Cool Vibes' at Kate Spade Saturday, Now Open In Soho & JFK [Racked NY]
· Kate Spade Saturday Is In a Bright, Shiny Mood for Holiday [Racked]
· Kate Spade Saturday To Be 'Bigger Than Kate Spade New York' [Racked]