The Art of Travel: Elevating Airport Experiences through Strategic Art Integration

In the ever-evolving landscape of air travel, airports are no longer just functional spaces for transit. They are becoming cultural destinations in their own right, with art playing a pivotal role in enhancing the passenger experience and showcasing local identity.

Airport art integration has evolved from a sporadic afterthought to a crucial strategic component of airport design and operations. Historically, art installations in airports were often disconnected and lacked coherence. Now, airports value a curated art collection that enhances the passenger experience, beautifies the environment, and reflects the region’s cultural identity.

Impact on the Passenger Journey

Art in airports serves more than just an aesthetic purpose; it significantly impacts the passenger journey by creating a calming and engaging environment. Research shows that well-designed art installations can reduce stress, promote relaxation, and enhance the overall travel experience.

This positive impact on passenger well-being can also translate into economic benefits for airports. Satisfied travellers are more likely to spend time and money in terminal shops and restaurants when spaces are more engaging with art, have a higher visual appeal that captures people’s attention with surprising or intriguing elements, and offer an overall enhanced experience. According to research conducted by Airports Council International (ACI), a mere one percent increase in global passenger satisfaction can spur a 1.5 percent increase in revenues.

Crow Aura by Damon Thomas – William P. Hobby Airport (HOU) in Houston, TX

Moreover, art installations can reflect the local culture and history, providing travelers with a glimpse into the region’s identity. This cultural representation not only enriches the traveler’s experience but also fosters a deeper connection with the destination.

Best Practices for Effective Art Integration in Airports

Strategic Approach

Successful art integration in airports requires a thoughtful and strategic approach. Here are some best practices and recommendations for airports looking to enhance their spaces with art:

• Curate with Intention: Rather than treating art as an afterthought, airports should develop a cohesive curation strategy from the outset. This ensures that the art collection tells a harmonious story and enhances the overall environment for travelers.
• Incorporate Landmark Artworks: Investing in highly recognizable, large-scale landmark artworks can create focal points that are memorable and engaging for travelers. These pieces often become iconic symbols of the airport and its host city.
• Balance Grandeur and Intimacy: While landmark pieces are important, smaller, more intimate artistic moments throughout the airport can provide delightful surprises for travelers. This balance creates a richer, more dynamic experience.
• Allocate Annual Budgets for Art: Airports should allocate annual budgets for new acquisitions and temporary exhibits to keep art collections fresh and engaging. Including Artist in Residencies, Mentorship Programs, and Annual Calls for Art ensures continual creativity and community involvement. These initiatives not only support the local art scene but also enrich the cultural experience for travelers and staff alike.

Diversifying Art Forms for a Dynamic Collection

To capture the attention of a diverse audience, airports are increasingly featuring a wide range of art forms. This includes traditional art, immersive installations, digital art, and functional art pieces. Each form offers unique ways to engage travelers and enrich their experience:

• Timeless Designs: When selecting art, it’s essential to choose pieces that are both timeless and durable to ensure longevity and relevance. While trendy materials may seem appealing, they risk becoming outdated quickly.
• Interactive and Play-Driven Art: Incorporating interactive art and play areas can engage travelers of all ages, providing entertainment and distraction, particularly during long waits.
• Digital Art Integration: Airports are embracing digital art, including large-scale media installations and interactive pieces that blend with other digital elements like wayfinding information and advertisements. This integration extends art throughout the entire customer journey.

Showcasing Successful Examples of Airport Art Integration

Several airports around the world have successfully integrated art into their spaces, setting benchmarks for others to follow:

• San Francisco International Airport: SFO’s art program, in collaboration with the San Francisco Arts Commission, features over 80 works, including paintings, sculptures, and mosaics. Established in 1977, it benefits from a 2% allocation of construction costs for art, showcasing pieces like Janet Echelman’s Every Beating Second. The SFO Museum, a division of the airport, also presents rotating exhibitions, enriching the cultural experience with a diverse array of art and history exhibits.
• Los Angeles International Airport: Since 1990, LAX has been a cultural hub featuring a diverse array of artists through exhibitions, permanent installations, and live performances. Notably, LAX’s art program is managed by the Department of Cultural Affairs, ensuring a continuous rotation of engaging works from over 200 artists, reflecting the city’s vibrant and multicultural character. Unique elements include large-scale public artworks and immersive installations, such as the iconic LAX Gateway Pylons and Michael Hayden’s Sky’s the Limit light sculpture, which creates a memorable and dynamic traveler experience.
• Incheon International Airport: Incheon Airport offers travelers an immersive experience in Korean culture with live music and dance performances, craft workshops, and a heritage museum. This approach not only enriches the passenger experience but also highlights Korea’s vibrant cultural heritage. Unique to Incheon Airport is its expansive Cultural Museum, showcasing artifacts and exhibits that provide a deeper understanding of Korean history and traditions. These initiatives collectively create a unique cultural gateway for travelers passing through South Korea.

20th anniversary of Incheon International Airport and the 20th anniversary of Kiaf, the exhibition named “We Connect Art & Future, Kiaf and Incheon Airport”

Balancing Local and Global Perspectives

While it is important to highlight local talent, airports should also include global perspectives in their art collections. This balance ensures that the art reflects both the local culture and a broader global context, offering a well-rounded experience for international travelers.

To achieve this, airports can collaborate with local art institutions and specialists to curate museum-quality collections that showcase regional and international works. This approach not only enriches the art collection but also positions the airport as a cultural ambassador.

For example, LaGuardia Airport’s Terminal B collaborated with the Public Art Fund to bring diverse international pieces, while Terminal C partnered with the Queens Museum to highlight local BIPOC artists. These efforts resulted in a rich and culturally significant collection.

Sarah Sze – Shorter than the Day – Commissioned by LaGuardia Gateway Partners in partnership with Public Art Fund for LaGuardia’s Airport’s Terminal B. Photo- Nicholas Knight

Integrating Art into the Customer Journey

The placement of art within an airport can significantly impact the traveler experience. Artworks should be strategically located to enhance specific moments in the traveler’s journey. For example:

• Interactive Installations: Place these in areas where travelers have extended dwell time, such as long corridors, boarding gates, or lounges. This allows passengers to engage with the art and reduces the perceived wait time.
• Contemplative Pieces: Situate these in high-traffic areas where travelers can appreciate them in passing, such as atriums or near escalators. This provides a quick visual respite and enhances the overall ambiance.

Lia Halloran – Your Body is a Space that Sees – LAX Airport

The Bottom Line

The integration of art in airports is more than just a trend; it is a strategic approach that enhances the passenger experience and contributes to the airport’s cultural and economic value. By adopting best practices and showcasing diverse art forms, airports can transform into vibrant cultural spaces that leave a lasting impression on travelers.

Firms like MASSIVart, with their expertise in creative placemaking and public art, are uniquely positioned to guide airports in developing comprehensive art strategies that resonate with both local and international audiences. By weaving a narrative through art, airports can create more pleasant and memorable journeys for travelers, ultimately boosting satisfaction and revenue.