For their new 15,000 square foot retail space at LaGuardia Airport’s Terminal B, Marshall Retail Group needed a way to entice hurried travelers to pause for a moment to shop. MRG engaged Patten Studio to create three experiences to draw passengers into The Bowery Bay Shops. We put the passengers at the center of the experience to create a sense of place inside the airport. Using groundbreaking technology, an interactive LED media wall makes travelers part of New York’s cityscapes, a mural station takes them back to the world-renowned 5 Pointz mural space, and animated characters celebrate New York’s diversity and culture at the iconic Strand Book Store.

MRG’s approach to airport retail is to celebrate each destination city through a selection of local artists, brands, and products. The interactive installations embrace this approach by focusing on facets of New York that tourists don’t often get to see. Upon entering the newly renovated Central Terminal, a 130’ wide media screen comprising 215 LED strips opens a window to the outside by highlighting videos of the city. The media screen captures the movement of travelers in the space using a network of cameras. As passengers move through the space, their silhouettes appear as part of the New York scenes revealed on the large screen.

Using custom software, guests can create a selfie painted in the style of well known 5 Pointz graffiti artists including Meres One, Djalouz & Doudoustyleart, Monsieur Plume, Jimmy C, and Dustin Spagnola. The Queens mural space 5 Pointz was demolished, and all the artworks whitewashed, in 2013. The installation celebrates the featured artists’ style on a large scale digital mural wall to bring street art and 5 Pointz history inside the terminal. Travelers can have their portrait taken to become part of a mural and receive a digital image to keep or share on social media using #LoveLGA. Within the airport outpost of the beloved Strand Book Store, animations of everyday New Yorkers like comic vignettes interact with books on the shelves. Organized as an unconventional guide to the city, shoppers are drawn into the neighborhoods of the Fashion District, Harlem, and Central Park, to name a few.

The LaGuardia Airport in Queens, New York is undergoing a four year renovation to become the first major airport in the United States to open in 25 years. The world-class transportation hub offers a unique experience for frequent and new travelers. Patten Studio concepted and executed the interactive art installations in continuation of our mission to create experiences that connect people with brands, places, and each other.