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Reaching travellers with dynamic signage

A new white paper from LED specialist NanoLumens has highlighted how dynamic signage solutions are changing and improving the modern airport terminal experience.

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The video wall at Charlotte Douglas International Airport in North Carolina, U.S

NanoLumens has provided digital signage solutions to a number of airports around the world including a curved screen solution in London’s Stansted Airport – the first of its kind to be installed at any UK airport.

The paper explores how using dynamic LED displays is making terminal experiences easier for passengers. Airports which moved from static or backlit displays to dynamic LED signage allowed for a calmer airport experience, where passengers could gather information from greater distances without having to gather in crowds or ask for assistance.

NanoLumens says that if passengers have a stress-free experience finding essential information, they are more likely to spend money in the airport shops.

Research from global consulting firm Oliver Wyman found that frequent flyers cited crowded hallways and insufficient wayfinding directions as their main pain points.

NanoLumens' vice president of global marketing and business development, Joe Lloyd, comments: “Pressure is constantly mounting on airports to optimise their efficiency, enrich the experiences of their passengers, and maximise the long-term viability of their existing infrastructure. As these pressures diversify and expand, so too must the solutions airports integrate to counter these demands.

Pressure is constantly mounting on airports to optimise their efficiency

“As with any transportation hub, the on-site experience for customers and businesses in an airport is intimately tethered to the availability of communications. The logistics of moving these passengers and employees through vast concourses on tight schedules can be impossibly complex, but precision and pragmatism are essential for a successful experience.

“Such a daunting challenge requires comprehensive communication tools to ensure that processes run smoothly, safely, and on time but there are few technologies capable of effectively delivering broadly applicable yet highly specific real-time information to vast groups of transitory audiences.”

Aside from communicating important travel information, some airports are using dynamic signage as a medium to demonstrate the culture of the region it serves, as well as making wait times more entertaining for passengers. 

Singapore’s Changi International Airport has the largest indoor airport display in the world in its security area, which is used to showcase visuals from multimedia studio Moment Factory.

Charlotte Douglas International Airport partnered with artist Refik Anadol and NanoLumens on a video wall that turns the airport’s invisible patterns of data into sculpture visualisations, reflecting the movement and traffic of the airport.

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