Airport Business

FEB-MAR 2018

The airport professional's source for airport industry news, articles, events, and careers.

Issue link:

Contents of this Issue


Page 31 of 43

DIGITAL SIGNAGE 32 airportbusiness February/March 2018 By JoƩ Lloyd Utilization of Dead Space in Airports Technology is a valuable option for airports to consider when it comes to activating dead space on terminal walls. The smooth operation of airports necessitates that flight details, weather updates and the loca- tion of amenities are communicated to travelers effectively, so that they leave the airport having had an enjoyable experience. These important pieces of information are generally placed in cen- tral, easy to see locations, but there are count- less unused areas in airports where other forms of messaging could live. These currently empty yet potentially lucrative areas are classified as dead space, and they are the next frontier digital signage hopes to revolutionize. As travelers move about an airport concourse, they frequently pass through areas that have not been prioritized to the degree of the more central hubs. Not every hallway is elaborately decorated and not every open area features distinctive art- work or signage. After all, when any structure is built the locations awarded the most attention in the building's preparation are the ones that will receive the most attention in its operation. The more people making use of a particular area upon its completion, the more resources will be dedicat- ed to its construction. This helps to explain why dead space has been, well, dead. These locations are a bit out of the way and therefore they are seen by a smaller percentage of airport guests. Fewer travelers in the area means fewer efforts dedicated to its development and beautification. DEFINING DEAD SPACE To clarify, any wall, ceiling, or floor space which is unused or underutilized, within the publicly accessible areas of the airport concourse, can be considered dead space. The emptiness of these spaces could be due to an unwillingness to part with obsolete static fixtures or displays, or it could be a result of prioritizing more heavily trafficked areas. There is also a chance it stems from a sim- ple lack of imagination. We need to collectively start thinking a bit bigger when it comes to space utilization in airports because potential growth opportunities are being left untapped. As Voltaire A s the primary transportation hubs of the cities they serve, airports depend on the ability to provide travelers with engaging and highly relevant information about where they are and where they need to go. Changi Airport Group

Articles in this issue

Archives of this issue

view archives of Airport Business - FEB-MAR 2018