Concept of Experience by scottbrownriggltd

CONCEPT OF EXPERIENCE IN AN AIRPORT TERMINAL

Author: Maurice Rosario Scott Brownrigg

INTRODUCTION

IMPORTANCE OF DIVERSITY OF SPACE

EXPERIENCE AS A PRE-CONCEIVED NOTION

INFLUENCING FACTORS OF EXPERIENCE

CREATING A LASTING IMPRESSION

INTRODUCTION

We are all too familiar with the anxiety, stress and discomfort that can accompany travelling, particularly international air travel which involves several operational processors from identity checks to visas, customs checks, and security screening. Airlines and aircraft manufacturers are developing faster aircrafts with improved comfortable seating and on board flight entertainment to make our journey through the air more comfortable, faster and with reduced carbon emissions.

So, what can we do as architects to create a more comfortable and pleasurable experience for all passengers and terminal users?

Before we can answer this, we need to understand how we can measure our experience and what affects it. Design success can only be achieved when the expectations of all building users and the aspirations of its developer are achieved, or better still, exceeded. This is often a challenging prospect when the needs and expectations of different operators within an airport terminal are conflicting. For example airline companies would like passengers to head straight to boarding after completing their checks, whilst terminal retailers would like to hold passengers within the shopping areas to make their investment more viable.

This paper aims to address perceptions of space and architecture of an airport terminal, what affects our experience, how we measure it, common denominators and what we can do to create a lasting positive impression. It provides a brief summary of our understanding of passenger experience that may help in forming the foundations to a wider approach in developing and applying a concept of experience to future transportation projects.

Scott Brownrigg proposals for Heathrow West’s T6 © Scott Brownrigg

IMPORTANCE OF DIVERSITY OF SPACE

Airports are dynamic spaces that cater to a wide array of passengers, from frequent business travellers to first-time tourists. The question of whether an airport experience can be universally common to all is complex, given the diverse expectations, needs, and behaviours of these groups. While certain operational processes, such as check-in, security, and boarding, are designed to be consistent for all, the subjective experience of these processes can vary significantly depending on the individual. Each passenger's perception of these processes is shaped by personal expectations, cultural backgrounds, and prior experiences.

Some passengers seek speed and efficiency, while others prioritise comfort or opportunities for relaxation. This diversity in need means that airports must strike a balance between standardisation and personalisation. Consistency in elements like signage, wayfinding, and efficient security protocols creates a reliable foundation, ensuring clarity and direction for all. At the same time, personalised services, such as lounges for business travellers and family areas for those with children, offer a tailored experience that meets individual preferences.

We should also note that expecting all passengers to interpret the experience in the same way is unrealistic. The challenge lies in designing an environment that addresses the fundamental needs of all travellers - comfort, safety, and ease of use, while allowing flexibility and adaptability, while at the same time offer a variety of choice to cater for different group of passengers.

An airport that is easy to navigate, with a spacious layout, clear directions, and comfortable seating, provides an environment in which passengers feel at ease. But the experience can be enhanced further through features that accommodate diverse needs. Whilst there are no guidelines determining the type and size of facilities within a terminal other than travel processing areas, it falls to the investor and the designer to develop these requirements through experience, benchmarking and engagement with all key stakeholders who will be involved in operating the terminal. We should also consider the competitiveness involved in winning customer satisfaction be it passengers or airlines who are fundamental in business sustainability and growth. Hence the more time spent in developing business need, the greater the chance of providing a facility that meets the needs of many.

Our designs for the proposed new terminal 6 at Heathrow Airport went beyond creating a facility that is fit for all. It addressed the needs of people living within the vicinity of the airport and commuters passing through airport via train connectivity generating a multi modal interchange serving the wider community.

EXPERIENCE AS A PRE-CONCEIVED NOTION

When passengers enter an airport terminal, they bring with them more than just their luggage - they also carry a set of expectations and pre-conceived notions that have been shaped by their past experiences, cultural backgrounds, media influence, and personal values. These preconceptions play a powerful role in how travellers perceive and engage with the airport environment, influencing both their emotional responses and physical interactions within the space. Whether consciously or not, passengers approach the airport with assumptions about how their journey will unfold, and these expectations greatly influence their overall experience.

The idea that experience is shaped by our preconceptions is not new. Our experience is often moulded by accumulated sensory inputs, memories, and preconceptions we develop over time. This suggests that passengers interpret their airport experience based on prior encounters, whether with airports, travel, or public spaces in general. For example, frequent flyers arrive with pre-established expectations that create a baseline for how they perceive the experience. These pre-conceived notions can either be met, exceeded, or disappointed depending on the actual conditions they encounter. This means that designing an effective passenger experience requires recognising the varying expectations that travellers bring, which leads to benchmarking with other airports.

Passenger experience through the terminal should also be considered holistically with the ultimate success in achieving our pre-conceived notion of a comfort is provided at all touch points. For instance, a smooth and quick checkin process can create a positive emotional tone, setting expectations for a seamless journey ahead. On the other hand, a stressful security screening might heighten anxiety and negatively affect the rest of the journey, even if other aspects of the experience are well managed.

Frequent travellers often compare experiences of different terminals and what differentiates one from the other beyond just the provision of a seamless journey, but more in terms of choices that are on offer. The challenge for airports is to provide a variety of environments and services that allow passengers to create their own experiences. Quiet zones for travellers seeking rest, entertainment areas for families, and lounges for business professionals all contribute to a sense of choice and autonomy. By enhancing the overall experience, airports can foster a more personalised and satisfying experience. Our design for Madinah Airport was based on providing a step free, short and linear journey from land transport to boarding the plane as the majority of passengers are elderly and some of them have not travelled before. We also created large areas where passengers can congregate and move through the terminal in groups.

Scott Brownrigg proposals for the expansion of Media Airport © Scott Brownrigg

INFLUENCING FACTORS OF EXPERIENCE

The experience of an airport terminal is influenced by a combination of physical, emotional, and psychological factors. From the moment a passenger enters the terminal, every aspect of the environment - whether it’s the layout, lighting, or even the air qualitycan impact their overall perception.

Architecture and spatial design are significant determinants of experience. These need to be carefully designed to cater for large numbers of passengers traversing through at any one time. Our design of Istanbul Airport generated expansive, open spaces that create a sense of spaciousness and calm. Wide corridors, high ceilings, and natural light were aimed at reducing the feeling of crowding and claustrophobia, which is common in older or more congested airports. Furthermore, thoughtful wayfinding through clear signage and intuitive design helped passengers navigate their way through the terminal with ease, reducing stress.

Lighting and ambience also play a crucial role. Both arrivals and departures levels at Istanbul Airport are flooded with natural lighting to create a calming effect and to reduce jet lag. We also ensured that noise levels are kept to a minimum with background noise controlled through soundproofing, offering a more peaceful and relaxing environment.

To create a holistic approach to passenger experience, we need to look beyond the physical aspects of the building and address the quality and level of service. LOS (Level of Service) standards can be met through the provision of adequate travel processing areas and processing facilities, which can be measured through the application of ser formula given in the airport development manual produced by IATA. However quality of the service can only be measured through efficient and friendly customer service which can significantly improve the passenger experience, particularly during stressful moments like security checks or flight delays. Additionally, amenities and services, such as clean restrooms, charging stations, free Wi-Fi, and accessible seating, contribute to the overall comfort of the airport experience.

Ultimately, the experience of a building or space is the result of how well these physical, emotional, and service-oriented factors are orchestrated. A well-designed space, supported by excellent service and thoughtful details, can leave passengers feeling relaxed, satisfied, and ready for their next journey. It is only then that a passenger begins to admire the architecture of the building and starts to draw a positive picture of their journey.

CREATING A LASTING IMPRESSION

Passenger experience is not just an emotional process but also a physical one. A welldesigned terminal considers factors such as seating comfort, air quality, lighting, and noise levels, all of which contribute to how passengers feel as they move through the space. Passengers who are physically comfortable - whether through ergonomic seating, quiet areas, or accessible facilitiesare more likely to have a positive overall experience.

Setting the scene for a positive airport experience begins long before the passenger steps into the terminal. Airports can create a well-orchestrated experience by anticipating the passenger's journey and aligning physical, operational, and emotional elements to meet their needs.

The scene is set with first impressions, often starting with the approach to the airport. Whether it's through a smooth arrival process via public transportation, parking facilities, or curbside drop-offs, arrival can be made both stress-free and intuitive.

Once inside, ambiance and design play pivotal roles in establishing the right atmosphere. Spacious, well-lit terminals with aesthetically pleasing designs create a sense of calm and efficiency. Incorporating art installations, local cultural elements, or natural features such as greenery or water can evoke a sense of place,

making passengers feel connected to the location. The use of technology to personalise the experience also plays a part in setting the scene. For instance, personalised notifications about flight status, baggage claim locations, or delays ensures that passengers feel informed and in control. Moreover, digital wayfinding and mobile apps that provide real-time updates further enhance the experience by reducing confusion.

Finally, airports set the scene through service interactions. The professionalism and friendliness of staff - whether at check-in, security, or boarding - creates a welcoming environment. An airport that fosters a service culture, anticipates passenger needs and responds with empathy leaves a lasting positive impression.

Setting the scene for an exceptional passenger experience involves crafting a harmonious blend of design, service, and technology that not only meets but exceeds expectations, making the journey as enjoyable as possible.