Concessions are primarily located at the departures level of the Terminal, with the core concessions located in the main retail hall. All passengers pass through security checkpoints on the third level of the Terminal and descend into a grand concessions hall in order to reach their gates. Multiple food-and-beverage and retail concepts as well as innovative pop-up concepts slow passengers down as they cross paths across the core concession area to reach one of the airline gates. All passenger flow occurs through the core area of the Terminal.
The "Hammerhead" at the end of the main pier of the Terminal is the home of eight gates and a destination in itself. As those gates are furthest from the security checkpoints, that area is a dwell zone for many passengers, and as such, offers an opportunity to capture the passenger audience.
Considerable passenger flow also occurs through the North and South piers where large concession spaces anchor each corner along those piers. Smaller concession spaces are important "grab and go", small-scale bar, pop-up, or convenience locations along the passenger journey.
The passenger journey is meant to be a journey through the unique geography and cultural experiences available throughout the State of New Jersey. The vision for Terminal A at EWR positions the building as a true New Jersey Landmark.