The newly redone Tom Bradley terminal at Los Angeles International Airport is almost done, and it is going for the jugular to wow passengers. The airport has installed seven different installations that consist of over 19,000 ft of multimedia screens throughout the terminal — the largest such installation anywhere in North America — and the collective effect is breathtaking.
The terminal, which will open in August, is aiming for these installations to be immersive, some of them interactive with high-res imaging, 3D effects and even technologies that react directly to visitors’ movements and with real-time airport information. The biggest of these attractions is a four-sided, 72-foot “Time Tower” over the terminal’s main elevator, shown in the first image above.
These installations were designed by Miami-based Smart Monkeys. Los Angeles World Airports (LAWA), the operator of the airport, then commissioned Montreal-based agency Moment Factory, who worked in collaboration with Marcela Sardi of Sardi Design and Mike Rubin of MRA International to create content and multimedia for these screens. In all, about four hours of film was created — 40 shorts videos in all — depicting various aspects of Los Angeles life, architecture, movie industry, and travel.
As Moment Factory creative director Sakchin Bessette explains it to Variety.
“Traveling these days is a very logistical experience…The only magical part about it is looking through the porthole of the plane, where you’re over the clouds and the sun is setting, so that’s what we wanted to create with all of the media content in the airport.”
For now, the imagery and films will be self-created for LAX, but in the future the airport wants to work with sponsors who want to create immersive branding experiences to target the passengers.
The making of the content for these installations:
The actual installations, live in action last weekend at the public sneak peek, at TBIT/LAX:
Client: Los Angeles World Airports (LAWA)
Project Director: MRA International
Feature designer / Creative Producer: Sardi Design
Architect: Fentress Architects
Systems Designer: Smart Monkeys
Executive Content Producer: Moment Factory
Content Producer: Digital Kitchen
Systems Engineer: Electrosonic