Theatre Of Experience - CODAworx

Theatre Of Experience

Client: Changi Airport Group

Location: Singapore, Singapore

Completion date: 2017

Project Team


Changi Airport Group


Dick Lee


Voted by air travelers as the World’s Best Airport (Skytrax) for multiple years, Singapore Changi Airport is taking its passenger experience to a new level with Terminal 4. Changi Airport Group commissioned Moment Factory to collaborate on two media features designed to entertain passengers as they navigate the airport’s remarkable interior.


Building on Moment Factory’s reputation for creating signature media environments, this collaboration with Changi Airport Group (CAG) pushes ambient entertainment in new and meaningful directions. Each of the media features was built with a distinct purpose in mind: to create wonder and captivate audiences in unique ways. From optical illusions to cinematic storytelling, the architectural media features transform the least-appreciated travel moments into surprises of delight and discovery. Passing through security screening, travellers are enveloped by an immersive media wall with a variety of content capsules that transform the ambiance. Picturesque high altitude landscapes alternate with virtual bas-relief sculptures that subtly come to life. In the heritage zone, real and virtual traditional shop house façades create an authentic backdrop for local culture and storytelling. Appearing static at first, the two LED façades spring to life with an engaging neighbourhood love story that brings two Peranakan families together.


The Media Features:

The Panorama—Security Zone

This enormous LED screen provides a panoramic experience, allowing travellers’ imaginations to begin the journey even before they’re through security. To transport viewers’ imaginations to far-off places, Moment Factory created seven panoramic content capsules, each with a unique story and environment

The Peranakan Love Story

The idea for Peranakan Love Story was developed in collaboration with the iconic Singaporean singer Dick Lee, and was inspired by the row of traditional Peranakan shophouse façades being built inside the terminal. Using large format LED screens and a trompe-l’oeil approach to content, Moment Factory decided to bring one of these façades to life with a playful and local love story. While visitors shop and get something to eat, their mood is lightened by this touching story of two families coming together through a marriage.