The transformation of the New Terminal A at Newark Liberty International Airport (EWR) extends a proud New Jersey welcome to travellers. Photos courtesy Moment Factory
It has been 10 years since Montreal-based multimedia studio Moment Factory unveiled North America’s largest airport multimedia ecosystem, at the Tom Bradley International Terminal in Los Angeles International Airport (LAX). Produced in collaboration with top global strategists, the series of immersive media features put LAX on the map as a place where visitors could rediscover the romance of travel, along with the glamour of Hollywood. It also set a new standard for airports and train stations around the world.
Over the past decade, the studio has continued to draw on its high-quality technical and creative expertise to transform the world’s busiest and top-ranked travel gateways into destinations in their own right. Through this approach, transportation hubs not only reinforce their position as strategic gateways to the destinations they serve, but they also become a central part of the passenger journey, driving visitorship and revenue-generating opportunities, while reviving the wonder and grandeur of the travel experience.
Reinventing the passenger journey (2013)
With the opening of the next-generation Tom Bradley International Terminal, outbound travellers encountered a completely new airport experience. Instead of a stressful environment, they stepped into an oasis of harmony and calm, created with a multi-canvas multimedia ecosystem. Inspired by the iconography of L.A., the Moment Factory team crafted immersive video content featuring the latest in high-resolution imaging, 3D effects, interactive capsules, and real-time information, to bring continuity and romance to the passenger journey. From this point on, the airport would no longer be viewed as an uninspired place to transition through as quickly as possible.
Pushing the boundaries (2017)
In its constant pursuit of excellence, Changi Airport Group commissioned Moment Factory to create two transformative media features for the Singapore Changi Airport. As travellers pass through security, an immersive media wall comes to life with picturesque landscapes and animated bas-relief sculptures, bringing levity to a typical pain point in the journey. In the retail zone, large-format LED screens create a trompe-l’oeil effect, seamlessly merging real and virtual storefronts to recreate Singapore’s traditional shophouse architecture. This cinematic backdrop sets the stage for a local love story that entertains travellers as they shop and dine. Each installation was designed to blend into the airport environment and cater to specific traveller needs, while forging emotional connections to the country’s culture.
Inventing the aerotropolis (2019)
The ongoing relationship between Moment Factory and Changi Airport Group attests to their confidence in the transformative role multimedia storytelling plays in airports, as well as its contribution to their dominance in the market. As part of the group’s vision for an aerotropolis—a place where city merges into airport—Moment Factory was asked to create two inspiring multimedia experiences to anchor the Experience Studio within Jewel, the Singapore Changi Airport’s new, mixed-use, landside visitor attraction. Designed to entertain, engage, educate, and encourage the health and well-being of visitors, Moment Factory developed an interactive multiplayer game powered by human movement, along with an immersive theatre which provides a virtual tour of the evolution of the airport and its crown Jewel. Since opening, Jewel has attracted an average of 300,000 visitors per day, showing airports can be venues for much more than takeoffs and landings.
