Los Angeles World Airports (LAWA) recently commissioned Moment Factory to work in collaboration with Marcela Sardi of Sardi Design and Mike Rubin of MRA International as the executive multimedia content producer for seven iconic media features at the New Tom Bradley International Terminal (TBIT) at Los Angeles International Airport (LAX).
The result is the largest immersive multimedia system of any airport in the Americas. Moment Factory focused on the passenger experience, the iconography of Los Angeles, and the destinations served by the new terminal, creating four hours of original video content, as well as multiple interactive capsules, using the latest in high-resolution imaging, 3D effects and even technologies that react directly to people's movements and real-time airport information.
The overall objective of the media 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 TBIT, 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: passengers can simply look around them to indulge in lively vignettes of old Hollywood, calming images of far-off destinations and visuals that lead the imagination to dream big and discover new lands.
Creative Collaboration for a Massive Transformation
A project on such a scale requires massive collaboration: the seven iconic media features were designed by Sardi Design and MRA International; Fentress Architects designed the terminal and supported the media intervention and execution of the project; Smart Monkeys was the system designer and engineer; Electrosonics integrated the whole system; and Moment Factory was the executive content producer.
With its expertise in architectural media installations, immersive interactive installations and stage productions around the world, alongside a keen sensitivity to the visitor experience, Moment Factory's team took into account the modern architectural features and multi-story dimensions of the airport terminal to conceptualize and produce media content that strikes an optimal balance between soothing beauty and engaging entertainment. Among many production feats, 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 12 months of work by the firm's multi-disciplinary team went into building the multimedia ecosystem, visualizing each animation via physical maquettes as well as 3D computer models, and adjusting all components to achieve seamless, engaging works of multimedia art and design.
Seven Architecturally Scaled Media Features
The Time Tower, a 72-foot, four-sided functional clock tower built around the main elevators, completely clad with screens that come alive with everything from an animal-packed jungle to an original tribute to the silent-film era. The Time Tower also includes an interactive surface that reacts to the gestures of passengers by triggering customized, real-time visual effects.
The North and South Concourse Portals, two features comprised of 10 interactive 28-foot-tall columns of visuals and sound effects that continually change to reflect departing flights and the movement of passengers as they walk by.
The Portals, with content evoking mosaic tiles, watery reflections, totem-like pillars and stringed instruments, suggest transformation and the movement and wonder of travel. Their content's themes are inspired by LAX destinations such as Tokyo, Paris, Sydney and beyond.
The Welcome Wall, an 80-foot-tall LED display of refreshing, lively images that greet passengers as they arrive in Los Angeles.
The Bon Voyage Wall, a feature designed for departing passengers, presents an array of slow-motion filmic images of people and places in Los Angeles, inspired by photographer Phillipe Halsman's Jumpology series.
The Story Board, a 120-foot composition of multiple LED screens, displays visual narratives of Los Angeles, destination cities and the far corners of the Earth.
The Destination Board, a generative video "data cloud" displaying flight information and visual data on destination cities.
Photos: Moment Factory