Travelers might change their minds about going to the airport when they see Los Angeles International Airport’s (LAX)
Moment Factory, a media and entertainment studio was commissioned by Los Angeles World Airports to work in collaboration with Marcela Sardi of Sardi Design and Mike Rubin of MRA International as the content producer for seven media features at the new Terminal. The end result is one of the largest immersive multimedia system of any airport in the Americas.
The overall objective of the multimedia 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 terminal, 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.
Moment Factory’s content focused on the passenger experience, the iconography of Los Angeles, and the destinations served by the new terminal. Passengers can view lively vignettes of old Hollywood, calming images of far-off destinations and visuals that lead the imagination to dream big and discover new lands. The studio created more than four hours of original video content, including multiple interactive segments that used the latest in high-resolution imaging, 3D effects and interactive technologies that react directly to people’s movements and real-time airport information.
To produce the content, 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 a period of 12 months, the firm’s multi-disciplinary team built a multimedia ecosystem, visualizing each animation via physical maquettes as well as 3D computer models to achieve seamless, engaging works of multimedia art and design.
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