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Brand strategy for retail and hospitality

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San Francisco International Airport

3 Oct by

San Francisco International Airport

CLIENT

San Francisco International Airport

Location

San Francisco, California USA

SERVICES

Experience Design | Customer Journey
Reimagining air travel and a transport destination

When Sinatra sang, "Come Fly With Me," he didn't mean a place where the indignities of airport screening are all that you remember about your trip. Which is why SFO sought to develop a new model for travel which would harken to the golden age with a state-of-the-art model for all future projects at the airport.
WHAT WE DID

As senior strategist for the Gensler design team, b. on brand’s Bertrand Pellegrin developed a comprehensive set of design principles and customer journey touchpoints that emphasized service, hospitality, and comfort.

Our mantra was “a crossroads of performance and delight” -- the big goal being to ensure that the arrival and departure experience balance the clear functional demands of an airport with state-of-the-art sustainable design and technology.

Using traveler profiles, we created four distinct experience principles which drove the final design: “Comfort and Control,” “Sense of Purpose,” “Delight,” and “Bridge to the City” – the latter to ensure a sense of place and celebrate the “SF” in “SFO.” The new terminal offers a distinctly elevated passenger experience that has already garnered world-recognition and serves as a model for the airport’s next renovation phases.
NOTEWORTHY
In 2012, the project received the SKYTRAX World Airport Award as the top terminal in the United States, which followed with LEED® Gold certification, the first for any airport terminal in the U.S.

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