The Los Angeles World Airports Commission today previewed a new identity and narrative that will take over LAX, infusing the international gateway with the spirit of the city — a move airport officials described as better reflecting the region’s culture, neighborhoods and creative energy.
“What happens in Los Angeles shapes, moves and transforms the rest of the world,” LAWA CEO John Ackerman said in a statement. “With this new identity, we’re putting the ‘L.A.’ in LAX. Our goal is to create an airport experience that doesn’t just connect people to destinations, but also reflects the creativity, variety and energy that makes Los Angeles unlike anywhere else in the world.”
Over the next three years, LAWA will oversee and implement upgrades to the site with architecture and design focused on LA-themed terminals that pay homage to culture, history, seasons, sports and more; refine retail and dining offerings and amenities; and branding that distinguishes LAX from other airports and destinations.
“LAX is often the first impression travelers have of our region, and everyone who experiences it should feel connected to the things that make Los Angeles so special and unique,” LAWA Commission President Karim Webb said in a statement.
“This effort honors the people and communities that strengthen our city, and build on LAWA’s commitment to delivering an airport that reflects our shared values and opens up opportunities for all Angelenos,” Webb added.
The enhancements are part of LAWA’s $30 billion Capitol Improvement Program, which aims to complete several projects to enhance LAX such as improved roadways, the Automated People Mover and Consolidated Rent-A-Car Facility, among others.
City and airport officials are preparing LAX, in part, for the 2026 World Cup, 2027 Super Bowl and the 2028 Olympic and Paralympic Games.
“As we prepare to host major global events, we must ensure that visitors experience the diversity of every neighborhood from the moment they arrive in Los Angeles at LAX,” Los Angeles Mayor Karen Bass said in a statement. “I want to thank Commission President Karim Webb and LAWA CEO John Ackerman for leveraging this investment, bringing LA’s rich cultural identity front and center on the world stage.”
The design elements are expected to guide all major investments at the airport, such as terminal upgrades, wayfinding and arrival experiences.
Courtney Moore, LAWA deputy executive director of strategy, innovation and experience, added that “by putting the L.A. in LAX, we’ll ensure that everyone visiting this iconic city also experiences a world-class airport.”
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