Commercial Architecture July 2018 - 9

FEATURE

airports

Left. Moment Factory was commissioned by Los Angeles World Airports as the executive
multimedia content producer for seven experiential media features inside the Tom Bradley
terminal. The goal was to re-invent the passenger experience of the terminal "in order
to bring back the romance, magic, and wonder of travel." Photo: Moment Factory/V2com
Below. Singapore's Changi Airport Group commissioned Moment Factory based in
Montreal, to produce two media features-the Immersive Wall and Peranakan Love
Story-designed to entertain passengers as they navigate the airport. Shown here is the
Peranakan Love Story installation. Photo: Moment Factory/V2com

Media Features Engage Air Travelers
T

o adapt to the changing face of travel and the unique challenges of 21st

authentic backdrop for local culture and storytelling. Appearing static at first,

century retail, airports are innovating like never before. Architectural

the two LED façades spring to life with an engaging neighborhood love story

media features are quickly becoming a key ingredient for creating the kind of

that brings two Peranakan families together.

iconic visual identity and unforgettable experience that appeals to travelers.

The idea for Peranakan Love Story was developed in collaboration

Singapore's Changi Airport (CAG), voted by air travelers as the World's

with the iconic Singaporean singer Dick Lee, and was inspired by the row

Best Airport (Skytrax, skytraxratings.com) for the sixth consecutive year,

of traditional Peranakan shop façades being built inside the terminal. Using

is taking its passenger experience to a new level with Terminal 4. Changi

large-format LED screens and a trompe-l'oeil approach to content, Moment

Airport Group commissioned Moment Factory (momentfactory.com), based

Factory decided to bring one of these façades to life with a playful and

in Montreal, with offices in Los Angeles, Tokyo, London, and New York City,

local love story. While visitors shop and get something to eat, their mood is

to produce two media features-the Immersive Wall and Peranakan Love

lightened by the story of two families coming together through a marriage.

Story-designed to entertain passengers as they navigate the airport.

The Changi installation is not Moment Factory's first foray into airport

The Immersive Wall creates a totally new kind of security area, where

multimedia displays. The firm was commissioned by Los Angeles World

epic content on a 10-K LED screen transports travelers before they've even

Airports as the executive multimedia content producer for seven experiential

passed through the scanner. Throughout the day, a variety of compelling

media features inside the Tom Bradley terminal. Moment Factory worked

ambient stories evolve in constant succession. From a fantastical trip behind

with Marcela Sardi of Sardi Design, Miami Beach, FL (sardidesign.com),

the scenes of a Rube Goldberg-style baggage carousel, to picturesque

and Mike Rubin of MRA International, Miami Beach (mraintl.com), experts

landscapes of landmark destinations, or a virtual bas-relief sculpture,

in immersive environments and destination development, to integrate a

the Immersive Wall transforms the security zone with an engaging and

multimedia presence, helping people see their journey with fresh eyes. The

entertaining atmosphere.

goal of this collaboration was to re-invent the passenger experience of the

In the "heritage zone," real and virtual traditional shop façades create an

terminal "in order to bring back the romance, magic, and wonder of travel."

commercialarchitecturemagazine.com

JULY 2018

COMMERCI A L A RCHI T EC T URE

9
http://www.skytraxratings.com http://www.momentfactory.com http://www.sardidesign.com http://www.mraintl.com http://www.commercialarchitecturemagazine.com
Table of Contents for the Digital Edition of Commercial Architecture July 2018
