n today’s world, it is all too easy to forget the magic and the wonder of flight. Safer, smoother and more convenient than ever before, flying is now a habit and an essential part of business life for much of humanity. However, the past is an essential part of the present, and we can never truly know where we are without knowing how we got here.
To celebrate 100 years of aviation in Singapore, the Civil Aviation Authority (CAAS) decided to recapture the true spirit of aviation and present it to the departing passengers at Changi Airport’s Terminal 3 in a unconventional way.
Rather than present the usual chronological history, the CAAS wanted visitors to experience the essence of flight as told through narration and records of past experiences and events.
The key touch points were inspiration, discovery, dynamism and joy. CAAS wanted an experience which engaged multiple audience segments through chapters of a story and layers of interaction.
The stand’s unusual architecture - literally an enormous 30m by 15m ‘journal’ - ensured that these touch points were hit at the very start of the experience start. Technology and hands-on media-rich exhibits helped build a bridge from the past through to the future through listening to the personal stories of aviation professionals, playing aviation-related games, and through video-based glimpses into ‘behind the scenes’ aviation operations.
The last chapter summarized the short- and long-term challenges faced by the aviation industry in Singapore, ending with an optimistic look at prospective development options, including a conceptual model of a futuristic transparent plane and a video of ‘the future of aviation’ as seen by Airbus.
The end product was a book-like voyage of discovery, which provided visitors with a powerful, unforgettable experience.