Dead space

The growth of passenger numbers after the impact of the pandemic is, of course, welcome news. However, it has led to an increased need for operational and process space at airports, meaning that commercial space, and important commercial revenues, are at risk.

While operational facilities have to take precedence, airports can still place a spatial focus on commercial zones by utilising their `dead spaces'. These spaces are often small, empty pockets of space found in corridors and corners, which are unable to house a significant commercial offer.

Many passengers want to experience innovation and excitement at the airport. These are typically Millennials and Gen Zs who unlike older passengers, view the airport as more than just a place to get from A to B. These are the passenger groups that will have the largest amount of growth in the medium and long term and will soon become the wealthiest passengers.

So how can you use dead spaces, and at the same time engage these important younger passenger groups?

Schiphol Airport has transformed several small spaces into pop up areas that provide various experiences including events, art exhibitions and interactive displays including the ‘Metal Angels’ in Lounge 4 and the Riiksmuseum (between Lounges 2 and 3) seen in the picture above, which holds regular exhibitions throughout the year. By utilising this space, which would have otherwise been left empty and uncommercialised, Schiphol are increasing their commercial revenue and enhacing the passenger experience.

San Francisco Airport use their dead space to further build upon the arts and culture of the city, giving passengers one last experience of San Francisco. The space that is utilised has been previously unused or no longer used for operational processes. For example, the airport has replaced unused ticket machines with temporary displays. This is a key example of dead space being used in a useful and innovative way.

Airports can also look to downtown shopping centres and malls to understand how space is being used to focus on up and coming commercial trends. Some of the key trends include competitive socialising, virtual reality and health and wellness.

West Edmonton Mall in Canada places an emphasis on providing spaces for competitive socialising such as Go-Karting and a VR arcade which provides an additional source of revenue and customer draw. Westfield London has also introduced ‘The Lighthouse’, an area dedicated to health and wellness with space that includes yoga studios, meditation spaces and incorporated wellness retail. This provides a space, outside of the typical downtown mall experience and can often draw a new group of consumers to the location

Airports can take influence from these downtown spaces and build on the up and coming commercial trends to utilise their dead space. While the priority is still focused on operational process, airports can still also build upon the commercial bottom line. It also provides an additional way to improve the passenger experience and provides a point of difference within airports that can be used in marketing campaigns.

Katie Hastings