Los Angeles International Airport - Commercial design peer review
About the brand
Los Angeles International Airport (LAX) is the largest airport on the west coast of America, serving over 88 million passengers in 2019.
Terminal 4 is being developed as part of the terminal renovation . The new terminal will need to serve the commercial needs of the c.5 million departing passengers that pass through annually.
The Challenge/Task
Pragma were asked to work alongside Gensler to assess the proposed commercial concessions programme for T4 being developed by the project architects.
WHAT WE DID
Pragma worked closely with the Gensler and key LAWA stakeholders, to identify and quantify potential adjustments to the commercial layouts for the terminal based on:
Evaluation of current passenger profiles and spend behaviour, including a high-level identification of key passenger segments and their commercial needs
Evaluation of existing commercial offer – including space, trading data analysis and commercial layout – to understand space requirements at the redeveloped terminal
Global benchmarking to evaluate the relative commercial performance of the airport and opportunities for improvement
Identification of key consumer trends and global best practice to understand the implications for LAWA
Examine the commercial potential by building a bespoke space supportable model to understand the space requirements of each merchandise category within the new terminal
Plan evaluation of proposed concession plan for the new terminal, as well as improvements offered by the project architects
The Result
The Terminal 4 design team and LAWA evaluated the feasibly for each of the suggestions, identifying those which had been considered but were not feasibly due to structural or operation limitations, and carrying a number through to the next stage of design – thus giving LAWA confidence that the proposed plan will maximise the passenger experience and commercial potential.