JetBlue Just Built a 25-Foot Rube Goldberg Machine in This NYC Storefront

To celebrate new flights to Palm Springs

Headshot of Tim Nudd

It's been a good week for fun out-of-home brand activations in New York City. First, we had the Oreo Wonder Vault on 18th Street. Now, JetBlue is inviting pedestrians on the Lower East Side to check out a big Rube Goldberg machine it just built in a storefront on the corner of Bowery and Kenmare.

The occasion is the introduction of JetBlue's new direct flights from JFK to Palm Springs. The "Tee Up and Take Off" installation invites passersby to putt a golf ball (golfing being an easier pastime to enjoy in Palm Springs than in NYC proper) from the sidewalk into the storefront—where it travels through a 25-foot Rube Goldberg contraption, with scenes representing NYC through a JetBlue flight and into Palm Springs scenes.

Check out a video of the machine in action here:

The installation, built by MullenLowe, will be live from 5 p.m. through 10 p.m. Friday and from 10 a.m. to 6 p.m. on Saturday. It was meant to go live Friday morning, but got delayed by pretty heavy snow in the city—but that fits right into the message, too. Leave this awful weather behind and get to Palm Springs today!

More pics below. 


Client: JetBlue Airways

Project: "Tee Up and Take Off"

Agency: MullenLowe


Managing Partner, Chief Creative Officer: Mark Wenneker

Executive Creative Director, Art: Tim Vaccarino

Executive Creative Director, Copy: Dave Weist

Vice Presidents, Creative Directors: Amy Ferguson, Julia Neumann, Fabio Brigido

Senior Art Director: Jay Spahr

Senior Copywriter: Cody Dummer

Junior Copywriter: Diego Sarmiento

Junior Art Director: Andrew Markowitz


Production Supervisor: Kristine Ring-Janicki

Senior Art Producer: Jessica Manning

Art Producer: Kate Moore

Senior Production Artist: Julia Sforza

Project Manager: Molly McKeown

Account Management

Senior Vice President, Group Account Director: Drayton Martin

Account Director: Molly Bluhm

Account Executive: Grace Clemow


Associate Media Director: Kelly McGowan

Media Planner: Lauren Meyers

Digital Media Supervisor: Shoshana Levine

PR, Social

Senior Vice President, Account Director, PR: Jaclyn Ruelle

Senior Account Executive, PR: Brittany Topham

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@nudd Tim Nudd is a former creative editor of Adweek.