LOS ANGELES – Moment Factory was commissioned by Los Angeles World Airports (LAWA) to work in collaboration with Marcela Sardi of Sardi Design and Mike Rubin of MRA International as the executive multimedia content producer for seven iconic media features at the New Tom Bradley International Terminal (TBIT) at Los Angeles International Airport (LAX). The overall objective is to enhance the passenger experience and bring back the romance and magic of travel.
More details from Moment Factory (www.momentfactory.com):
The result is one of the largest immersive multimedia systems of any airport in the Americas. Moment Factory focused on the passenger experience, the iconography of Los Angeles, and the destinations served by the new terminal, creating four hours of original video content, as well as multiple interactive capsules, using the latest in high-resolution imaging, 3-D effects and even technologies that react directly to people’s movements and real-time airport information.
The adventure begins the moment passengers step into the New TBIT, 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 welcoming place to spend time: passengers can simply look around them to indulge in lively vignettes of old Hollywood, calming images of far-off destinations and visuals that lead the imagination to dream big and discover new lands.
A project on such a scale requires massive collaboration: the seven iconic media features were designed by Sardi Design and MRA International; Fentress Architects designed the terminal and supported the media intervention and execution of the project; Smart Monkeys Inc. was the system designer and engineer; Electrosonics integrated the whole system; and Moment Factory was the executive content producer.
With its expertise in architectural media installations, immersive interactive installations and stage productions around the world, alongside a keen sensitivity to the visitor experience, Moment Factory’s team took into account the modern architectural features of the airport terminal to conceptualize and produce media content that strikes an optimal balance between soothing beauty and engaging entertainment.
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 12 months of work by the firm’s multidisciplinary team went into building the multimedia ecosystem, visualizing each animation via physical maquettes as well as 3-D computer models, and adjusting all components to achieve seamless, engaging works of multimedia art and design.
For a video, go here: http://vimeo.com/72372304
