Page 31 - Designing Ways 268

HOSPITALITY

Moment Factory: 10
Tom Bradley International Terminal,
Years of Los Angeles International Airport | 2013
Reinventing the passenger journey
Reimagining the With the opening of the next-
generation Tom Bradley International
Passenger Terminal in 2013, outbound travellers
encountered a completely new airport
Experience experience. Instead of a stressful airport
environment, travellers stepped into an
Montreal, Canada oasis of harmony and calm, created with
a multi-canvas multimedia ecosystem.
Inspired by the iconography of Los
t’s been ten years since Moment Angeles, Moment Factory teams crafted
Factory unveiled North America’s immersive video content featuring the
Ilargest airport multimedia ecosystem latest in high-resolution imaging, 3D
at the Tom Bradley International Terminal effects, interactive capsules, and real-
in Los Angeles International Airport time information to bring continuity
(LAX). Produced in collaboration with and romance to a passenger journey.
top global strategists, this groundbreaking From this point on, the airport would no
series of immersive media features longer be viewed as an uninspired place to
put LAX on the map as a place where transition through as quickly as possible.
travellers could rediscover the romance
of travel, the glamour of Hollywood, and The Theatre of Experience: Terminal 4,
set a new standard for airports and train Singapore Changi Airport | 2017
stations around the world. Pushing the boundaries
Over the past decade, Moment Factory In its constant pursuit of excellence,
has continued to innovate, drawing earning Skytrax’s #1 airport ranking for
on its industry-leading technical and 10 of the past 12 years, Changi Airport
creative expertise to transform the world’s Group commissioned Moment Factory to
busiest and top-ranked travel gateways create two transformative media features.
into destinations in their own right. As travellers pass through security, an
Through this game-changing approach, immersive media wall comes to life with
transportation hubs not only reinforce picturesque landscapes and animated
their position as strategic gateways to bas-relief sculptures, bringing levity to
the destinations they serve, but also a traveller pain point. In the retail zone,
become a central part of the passenger large-format LED screens create a trompe-
Journey of Discovery: Terminal 1, Hong Kong journey, driving visitorship and revenue- l’oeil effect, seamlessly merging real and
International Airport | 2022 generating opportunities, while reviving virtual storefronts to recreate Singapore’s Tom Bradley International Terminal,
Photo credit: Moment Factory the wonder and grandeur of the travel traditional shophouse architecture. This Los Angeles International Airport | 2013
Photo credit: Moment Factory
experience. cinematic backdrop sets the stage for a
local love story that entertains travellers
as they shop and dine. Each installation Factory was asked to create two inspiring Moynihan Train Hall, Pennsylvania
was designed to blend into the airport
The Colour Bath at Shinjuku environment and cater to specific multimedia experiences to anchor the Station, New York | 2020
Station, Tokyo | 2021 traveller needs, while forging emotional innovative Experience Studio within Celebrating a city and its regions
Photo credit: Moment Factory the Jewel, the airport’s new mixed-used, Building upon the monumental
connections to Singaporean culture.
landside visitor attraction. Designed to history of Penn Station, Moment Factory
entertain, engage, educate, and encourage developed a multimedia content strategy
Changi Experience Studio, Singapore the health and well-being of visitors, to help reinvent America’s busiest transit
Changi Airport | 2019 Moment Factory developed an interactive hub as a world-class transit hub and
Inventing the aerotropolis multiplayer game powered by human central gathering place for visitors and
Changi Airport Group’s ongoing movement and an immersive theatre locals alike. Celebrating the romance of
relationship with Moment Factory attests that takes visitors on a sweeping virtual travel, the heritage of the architectural
to their confidence in the transformative tour of the evolution of Changi Airport landmark, the vibrancy of New York
role multimedia storytelling plays in and its crown Jewel. Since opening, Jewel City, and the beauty of the state at large,
airports, and its contribution to their has attracted an average 300,000 visitors seven animated capsules play across four
dominance in the market. As part of the per day, showing that airports can be colossal LED screens, casting a sheen of
group’s vision for an aerotropolis, a place venues for much more than take offs and splendour over the visitor experience and
where city merges into airport, Moment
landings. contributing to a positive halo effect for

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