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Terminal 4 at John F. Kennedy International Airport recently hosted a four-part hashtag mosaic activation in partnership with luxury travel retailer DFS. Powered by Luster, a company specializing in experiential social media interactions, this event took place at DFS’s main beauty store within Terminal 4’s Retail Lounge and attracted thousands of visitors.

Throughout August and September, passengers and staff were invited to share photos on Instagram and Twitter using the event hashtags #FromDFSwithLove and #FirstClassBeauty. This user-generated content was converted into photo stickers, which were then printed and hand-placed in matching mosaic cells on a DFS-branded wall, creating a mosaic, one photo at a time. 

Onlookers and participants had the opportunity to watch the mosaics develop in real time during each Friday evening exhibit. Each week’s completed mosaic remained on display outside of DFS’s main beauty store.