Opening night!
LAX - TOM BRADLEY INTERNATIONAL TERMINAL
Los Angeles Airport
LAUNCH EVENT
This black-tie grand-opening event and supporting campaign represented a $1.9 Billion dollar development investment for Westfield and was seen as the “crown jewel” of the $4.11 Billion dollar LAX capital improvements project.
In addition, the architectural redesign of the Tom Bradley International Terminal at Los Angeles airport was a significant project for the city, contributing over 50,000 new jobs to the employment market.
Mayor Villarigosa, Co-CEO’s Peter and Stephen Lowy as well as many of the city’s leadership would be in attendance at the grand opening. Correspondent and co-host for Entertainment Tonight: Leeza Gibbons hosted the evenings festivities.
As a result this was an extremely high-profile design challenge, in partnership with several equally high-profile stakeholders including the Mayor’s office team and the LAWA airport marketing team.
An overview of Westfield's capabilities around the world.
This project also served as a showcase for up and coming restauranteurs and retailers native to Los Angeles, celebrating the flavor and the culture of LA with airport visitors in a delicious and memorable way.
LED Screens positioned above the retail corridor required ongoing content management.
THE "W" EXPERIENCE AT LAX
VIDEO
The marketing campaign for the LAX Grand Opening Gala night encompassed everything from printed collateral to broadcast content, including footage for the LED screens inside the terminal and on the clock-tower. We also published a book: : "The W Experience" in which this project was showcased for the ICSC developers conference in Las Vegas.
The clock tower as images transition.
THE TIME TOWER
Since 1968 Daktronics has been the world's industry leader in designing and manufacturing electronic scoreboards, programmable display systems and large screen video displays, making them the perfect partner for our LAX project.
LAX OPENING NIGHT GALA
“DESTINATION STATIONS” and KEEPSAKE POSTCARDS
The Gala invitation included both a "ticket" to the event (shown below) and a passport that would lead attendees to several "Cultural destination stations" inside the terminal. (See the set design for the station”Australia” shown above.)
There you would be served a signature cocktail and hors d'oeuvres, have your gala passport stamped and receive matching postcards. (Shown below ) - Middle East, Asia Pacific, Europe, Latin America - (shown above.)
The profile of the exterior used as inspiration for the campaign collateral.
Three options
The invitation to the event was designed as a ticket inside an upscale blind embossed ticket sleeve.
Each VIP guest was given an etched glass gift as they departed the event.
LAX - BRANDING
event invitation & packaging
Inspired by the architectural palette and material selections employed in the redesign, we developed proprietary branding for Westfield's presence inside the Tom Bradley Terminal. This creative direction was applied to packaging, way-finding signage, barricades and all digital assets and marketing materials related to the event.
Now, for the first time you would experience a fully branded and curated retail experience in an Airport setting, bringing the in-center "W" experience to life at LAX.
Pattern library for Tom Bradley International Terminal and subsequent work on Terminal 6 and Terminal 2.
LAX - DIGITAL DIRECTORY
WAYFINDING
In addition to video content and the deliverables for the grand opening event, my team and I were tasked to create a digital directory.
This freestanding unit was designed to help travelers navigate the retail and dining options inside the terminal.
Touch screen technology, and color coded sections enabled visitors to navigate through the space efficiently.
In addition, real estate was set aside at the top of the screen to accommodate cross-promotional messaging for all leasees.
This provided valuable advertising space throughout the terminal for special offers and seasonal campaigns.
Print Ad announcing the event to the public.