The latest thought piece from our Chief Operating Officer, Ben Putland, in our New York office.
A few weeks ago I swapped the freezing temperatures of New York to bask in the warmth of LA. Whilst I was there I had a guided tour of the digital installation inside the Thomas Bradley terminal at LAX courtesy of our friends at JCDecaux.
I remember when the terminal opened in September 2013 it was billed as the largest media installation of any US airport with the objective to enhance the passenger experience and bring back the romance of air travel. But it’s the content running on all that hardware that creates the romance and wow factor.
Awe inspiring scale
If you’re arriving or departing the terminal the first thing that hits you is the scale of the Bon Voyage and Welcome Walls. The difference to other giant screens is that these are sympathetic to the environment and don’t have to compete with other screens or media. The giant goldfish swimming through the sky is totally surreal and the other abstract concepts are calming and pleasing to the eye.