LAX Bradley Terminal Features Largest Interactive Multimedia Environment Built In a Public Space
LOS ANGELES, CA — Most travelers have one thing in mind when arriving or departing from an airport, and that’s to get through the experience as quickly as possible. Travelers might change their minds about going to the airport when they see Los Angeles International Airport’s (LAX) newly renovated Tom Bradley International Terminal, the new design might signal a turning point where the airport itself may also becoming a destination.
LAX’s Tom Bradley International Terminal has been under construction for more than 3 years at a cost of $737 million. In addition to expanding capacity and passenger amenities the new terminal has been outfitted with the latest in multimedia entertainment technology. The project was developed as part of a collaboration between between Sardi Design and MRA International designing the terminal’s seven iconic media features; Fentress Architects designed the terminal and supported the media intervention and execution for the project; Smart Monkeys Inc. was the audio-visual system designers and engineers; Electrosonics integrated the systems; and Moment Factory served as the executive content producer.
Moment Factory, a media and entertainment studio was commissioned by Los Angeles World Airports to work in collaboration with Marcela Sardi of Sardi Design and Mike Rubin of MRA International as the content producer for seven media features at the new Terminal. The end result is one of the largest immersive multimedia system of any airport in the Americas.
The overall objective of the multimedia installation is to enhance the passenger experience and bring back the romance and magic of travel. The adventure begins the moment passengers step into the new terminal, harking back to a time when travel was exotic, whether flying to foreign shores or arriving in L.A. The latest in multimedia entertainment meets the essential functionality of the airport, turning the terminal into a spectacular, welcoming place to spend time.
Moment Factory’s content focused on the passenger experience, the iconography of Los Angeles, and the destinations served by the new terminal. Passengers can view lively vignettes of old Hollywood, calming images of far-off destinations and visuals that lead the imagination to dream big and discover new lands. The studio created more than four hours of original video content, including multiple interactive segments that used the latest in high-resolution imaging, 3D effects and interactive technologies that react directly to people’s movements and real-time airport information.
To produce the content, Moment Factory sent film crews to three continents and worked creatively with dancers, actors and even parrots, turning the studio into a virtual tropical paradise. Over a period of 12 months, the firm’s multi-disciplinary team built a multimedia ecosystem, visualizing each animation via physical maquettes as well as 3D computer models to achieve seamless, engaging works of multimedia art and design.
Architecturally Scaled Media Features That Enhance The Passenger Experience
LAX Bradley Terminal includes several unique audio-visual features that include the Time Tower, a 72-foot-tall, four-sided media feature, the Time Tower was built as a secondary structure around the Great Hall’s elevator tower in conjunction with the architectural design. The Time Tower has a base of diffused glass panels and an interior layer of LEDs. The diffusive effect of the glass panels was used to eliminate the pixilation of the LED displays when passengers are close to the tower. Moment Factory used the base as an opportunity to create an interactive surface that reacts to the gestures of passengers by triggering customized, real-time visual effects. The upper surface of the Time Tower is composed of very-high-resolution LEDs. A functional clock face is integrated into the feature, driven by the airport’s universal clock. The Time Tower is designed to both “tell time” and “reveal time” as part of the travel experience. Moment Factory developed the identity of the Time Tower around an imaginary time structure consisting of 24 “structural” ribs, which move in cadence during the day as a world clock, linking LAX time to time in its destination cities around the globe.
The Welcome Wall, a dramatic, 80-foot-tall media feature, horizontally bisected by a departure bridge, is viewed as passengers descend a two-story escalator to the Baggage Claim Area. The Welcome Wall’s multimedia content includes atmospherics and joyful scenes of greeting. In addition to a series of virtual cascades that refresh passengers’ senses, Moment Factory used the visual gap between the upper and lower screens to playfully express the delight of travel and the soul of Los Angeles through a series of magical transformations. Digital Kitchen developed a variety of LAX-brand expressions, from a flowing cloudscape to an L.A. shoreline with text overlays that dynamically change to reflect the native languages of inbound passengers.
The Story Board is one of the first feature passengers see as they enter the Great Hall, the Story Board is a 120-foot array of multiple LED screens spanning the west side of the grand space. Inspired by the multiple panels of creative industry storyboards, this feature is designed to be appreciated from different angles and vantage points. Both Moment Factory and Digital Kitchen created “ambient narratives” for the Story Board – visual tales that can be appreciated either as moments of pure beauty or as stories with narrative arcs. These include journeys through destination cities, evocative stories of travel and transformation, vignettes and visual panoramas from Los Angeles and from around the world.
The North and South Concourse Portals each feature ten 28-foot- tall columns of vertically-stacked LCD monitors that provide a transitional experience as passengers leave the Great Hall in route to their departure gates. Moment Factory created a series of interactive experiences, each themed around various destination cities. As passengers walk by, their movements trigger sound effects and transform the visual content. Outbound flight data is used to select from a range of different effects – mosaic tiles that flip and tumble; water reflections that ripple outward; totem-like pillars; representative objects that spin – all celebrating passengers’ journeys to the international destinations accessed through LAX Bradley Terminal.
The Destination Board, was conceived as a data cloud comprised of the main Flight Information Display and two side displays, the Destination Board presents visual data on destination cities. An arc of LED fins provides both a visual shading device and an iconic crest, which displays graceful patterns of content designed to evoke the incoming digital information being relayed to the display. Digital Kitchen designed the identity content for the Destination Board
The Bon Voyage Wall is designed to provide a unique-to-LAX “send off” for departing passengers as they clear passenger security screening and cross the departure bridge en route to the Great Hall. Inspired by legendary photographer Phillipe Halsman’s Jumpology photographs, Moment Factory filmed L.A. locals jumping joyfully in super-slow motion to create a variety of vignettes expressive of the city’s diversity, creativity, and energy. At times the LAX-brand expression by Digital Kitchen will be expressed on the Bon Voyage Wall and interlaced with Jumpology images developed in collaboration with Moment Factory.