As soon as you walk up to the check in at New Terminal A at Newark Liberty International Airport you can’t miss it.
Situated above the hi-tech TSA screening machines at the entry point to the new, one-million square foot terminal is the beginning of “The Digital Journey of Surprises,” an eye-catching series of multi-media installations created by Moment Factory. The vibrant piece is 1800 square feet of Nanolumens Engage Series 2.5mm dvLED digital signage installed by Electrosonic. With impressive dimensions of 230 feet by eight feet this digital canvas is the backdrop used to display a series of vignettes, all about New Jersey.
“Nanolumens created a solution that was able to be embedded into the architecture of this gleaming new terminal,” said Todd Alan Green, Global Sales Manager, Airports and Transportation at Nanolumens. “The content from Moment Factory looks like the architecture and then opens Windows to New Jersey,” he added.
Moment Factory’s motto is “We do it in public,” and their award winning and engaging multi-media spans several verticals – corporate, entertainment, hospitality, public spaces, transportation and its famous outdoor Lumina night walks. So, it should come as no surprise that they’ve become known for designing highly engaging digital art for the most nerve-wracking part of the airport experience: Security.
“Moment Factory’s expertise in world-renowned travel hubs enables us to produce an enhanced passenger experience infused with an authentic sense of place,” said Mikael Charpin, Unit General Manager, Cities, Moment Factory. “Aimed at entertaining travelers as they wait at security, segments at New Terminal A range from star-studded lineups of homegrown New Jersey talent to diner counter debates stoked by infamous food rivalries.” As anticipation for their flight builds, bystanders can decide once and for all whether they’re Team Taylor Ham or Team Pork Roll.
The content loop lies behind shades which open to reveal the different vignettes. In “New Jersey Road Trip” travelers are taken on a digital ride to popular New Jersey cities and towns, from Atlantic City to Cape May to Newark and in between. Passengers are given a glimpse about what makes each location uniquely New Jersey in the digital fresco that celebrates the entire Garden State.
“As a major air travel hub, Newark serves as a gateway for popular destinations across North America and abroad. Now visitors to the New Terminal A will encounter New Jersey as a diverse and lively destination in its own right,” says Amy Chartrand, Creative Director, Moment Factory.
Incorporating local art and culture as an integral piece of the customer experience was by design, as officials from the Port Authority of New York & New Jersey and Terminal Operator Munich were keenly focused on providing a world class customer experience through a distinctly New Jersey sense of place.
“The Art of New Jersey,” showcases an exciting blend of famous and up and coming local New Jersey artists. Some of those artists featured in the piece also have their work on display as part of the twenty-nine pieces of commissioned original art installed throughout the terminal as part of the New Jersey Art Program.
Amplifying that New Jersey sense of place even more is “True New Jerseans.” The vignette celebrates Jersey cultural and historical figures. Personalities like Thomas Edison, Harriet Tubman, Frank Sinatra, Wyclef Jean, Christina Milan, Susan Sarandon, Flip Wilson, Mark Kelly, Les Paul and others are included. Each is highlighted in a series of headshots and brief bios that change as the piece makes its way across the massive digital canvas.
No matter which piece passengers encounter, they all align with Moment Factory’s ethos of creating moments that spark public participation and inspire a sense of collective wonder and connection. “Whether New Jersey natives or international travelers, everyone who sets foot in Newark will feel the New Jersey spirit and learn something surprising about the state,” added Chartrand.
Passengers will be able to take in the installation at TSA as well as the rest of the “Digital Journey of Surprises” that await exploration when New Terminal A at Newark Liberty International Airport officially opens early January.