At LAX’s Tom Bradley International Terminal, architect Curt Fentress designed a massive digital art installation in front of the gates. The installation, which has 12,000 feet of LED tiles that display swirling graphics, contributed to 33% more retail spending in the surrounding area than was originally projected. The suggestion? Imbuing airports with the sort of vibrant amenities that make cities feel like cities could be good for the bottom lines.
As the number of people flying is projected to reach 7.3 billion by 2034, airports and airlines will need to find ways to expand while competing globally. According to the designers we spoke with, one of the best ways to do that is to turn airports into self-contained cities, complete with the conveniences and cultural offerings you’d expect in a traditional metropolis. You might even spot a wedding chapel or two. With little space for amenities in the sky (unless you’re super-rich) and revenues from parking and baggage fees likely to drop, airlines will need new sources of revenue to fuel growth.
Inside The New Airport
What To Do At The Airport Of The Future
Other airports could follow suit. Imagine visiting a VR arcade before getting on your flight. Or attending a concert or a conference. Or going to an Equinox or a coworking space like WeWork (current options are often near but not inside the airport).
And then there’s the shopping. “Just imagine if an airport were CES all the time,” Ohayon says, referring to the annual Consumer Electronics Show that has a reputation for its outlandish products that offer a glimpse of the future.
That might sound like a nightmare or a dream come true depending on whom you ask. But the larger takeaway is that airports would do a better job capitalizing on the experience of shopping. At a time when everyone shops online, we rarely have the opportunity to experience products in person. And at airports, companies have a captive audience (literally).
So airports could potentially become shopping destinations for robust purchases, like large appliances–think refrigerators or washing machines–cars, or even a home. Ohayon thinks people might actually go out of their way to get to the airport earlier, if they know they can use that time to check off things on their to-do list. That in turn would open up more possibilities for brands to make money.
Ultimately, both Fentress and Ohayon envision airports becoming legitimately useful. Ohayon believes that the airports of the future will have dog kennels, so you can just bring your pooch with you on your way to the airport, drop him off, and pick him up on your way home. By offering the same amenities as a city–from movie theaters to grocery stores to gyms to coworking spaces–the airport isn’t just an airport. It’s a social hub.