The best of both worlds

Artwork and advertising can work side by side on the limited wall space in airport terminals, writes Leslie Bensen, CEO of Departure Media.

In an already competitive market with limited wall space, many airport operators feel under pressure to choose between using it for revenue generating advertising or artwork, which can enhance passenger experience and create a unique sense of place.

But there doesn’t have to be a choice as the two can coexist and ensure that airports maximise the experience for passengers and advertisers alike as both airport art and advertising share the similar goals of enhancing the passenger experience as they journey through the airport.

Art can transform a potentially stressful travel environment into a more enjoyable and relaxing space by providing visual stimulation, offering a welcome distraction from delays, and even a sense of place or connection to the local culture.

In addition, strategically placed art can guide passengers through the airport and create memorable landmarks, making it easier to navigate the complex terminal layout.

Airport advertising also functions in a similar way to provide passengers with a taste of the place they are passing through and aims to differentiate one airport space from another.

Artwork can be used as a backdrop for social media posts, attracting attention and generating positive buzz about the airport and the local area, and impressive public art can also garner media attention, according to Artwork Archive.

Generating buzz and interest is also what advertisers aim to do in an airport, and a combination of art with advertising can translate this enthusiasm into real results for advertising brands on both a local and larger scale.

Thinking local and supporting cultural and regional identity are values shared by the most effective airport art and advertising alike.

Airports can provide a valuable platform for local artists to showcase their work, contributing to the local economy and cultural scene while offering passengers a memorable taste of the local artistic offerings of their destination.

And just as airport art can reflect the local and regional culture – welcoming visitors and offering a glimpse of the area’s identity – so can local advertising showcasing local brands and stories from companies local to the airport.

Indeed, art and advertising can be seamlessly integrated to create cohesive and engaging environments. For example, artwork can be used to frame or complement advertising displays, or advertising can be incorporated into the design of public art installations. The two do indeed each have a role to play.