7-Exhibit 05 - LAWA Big Idea - Terminal 4.pdf

This design theme captures the bold energy of LA’s high desert, where retro Palm Springs style meets the innovation of aerospace and tech pioneers. With nods to vintage poolside glamour, classic cars, and the spirit of entrepreneurial dreamers, it blends sun-drenched optimism with the cutting-edge pulse of exploration and invention.

01. High Desert, Desert Oasis (Retro Palm Springs)

02. Aerospace, Technology, etc.

03. Vintage Pool Parties, Entrepreneurs & Dreamers

04. Classic Cars, JPL, etc.

06. DESIGN APPROACH TERMINAL THEMES

2025LAX Experience Master Plan 1

The Right Stuff (Tech & Innovation)

Terminal 4

01.

All designs should demonstrate a minimum of 3 of the 5 Identity words

(Hospitable, Glamorous, Innovative, Entertaining, Iconic).

02.

Design with guests’ goals and emotions in mind to create meaningful experiences throughout their journey. Be able to explain your choices to ensure your design is guest-centered and responsive to needs.

03.

All designs should have a clear inspiration from the

Greater LA area and incorporate its diverse palette of creative expression and natural beauty—from lowrider car culture and the luxury of

Beverly Hills to the beauty of local mountains and beach sunsets.

04. OVERALL DESIGN STRATEGY

2025LAX Experience Master Plan 2

Design Criteria

04.

The clean midcentury modern architecture of LAX should be used as a canvas for layering on materials, FF&E, color, lighting, and technology that present Golden Age Glamor and Greater LA’s diverse palette of creative expression.

05.

Incorporate bold geometric shapes with sweeping curves to create a sense of movement forward. Avoid the feeling of being at a stop, obstacle, or roadblock.

06.

Embrace flexibility in the design to empower showcasing emerging innovation and the creative/cultural contributions of LA. (Incorporate changeable media, gallery and pop-up spaces, performance locations, etc.)

04. OVERALL DESIGN STRATEGY

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Design Criteria

05.1 DESIGN APPROACH ACROSS THE CTA | EXISTING BASE (ARCHITECTURE)

Architectural Spectrum

This diagram shows a timeline of the various architectural styles currently represented at LAX. Design teams should strive to find a sweet spot at the intersection of mid-century modern, rational modernism, and modernist architecture.

They should avoid designs that take veer toward expressionism and post-modernism.

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06. DESIGN APPROACH TERMINAL THEMES

Representing Terminal Themes: Realism vs. Abstract

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This diagram illustrates how the Terminal Theme programming is layered into the terminal over the base CTA interior design style.

LAX Design Framework – Zoning Strategy

LAX Experience Master Plan

Character

What does LAX aspire to be?

Hospitable

Glamorous

Innovative

Entertaining

Iconic

03. THE BIG IDEA

2025 7

2025LAX Experience Master Plan 8

What does LAX aspire to do?

LAX is the only major urban gateway that connects LA’s cultural and creative capital with the rest of the world, so that dreams and possibilities soar.

Plot

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What is the location LAX exists within?

Los Angeles: The cultural and creative capital of the world — a place where innovation meets imagination, and where bold ideas take flight. From film and fashion to food, music, technology, and art, LA doesn’t just follow global trends — it sets them.

What happens here echoes far beyond city limits, shaping conversations, inspiring movements, and transforming how the world sees itself.

Setting

LAX: Where Stars Rise and Angels Fly

In the opening scene to your LA story, set within the awe-inspiring natural beauty of Southern California, you’ve “arrived” in the iconic entertainment & creative hub of the world where stars rise and angels fly.

As innovative Angelenos and proud “guardian angels” we seamlessly fuse a diverse palette of expression with modern efficiency and “Golden Age” glamour.

We celebrate Los Angeles as a city of light and shadow through the brightness of CA days and the energy of LA nights – shaped by the rich fabric woven from generations of transformative immigration.

We host and extend hospitality to travelers that we “move” so that dreams and possibilities soar.

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The Big Idea

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The following slides should be treated as inspiration to further the themes of LAX and elevate the passenger experience.

Proposers are encouraged to articulate how they have incorporated that inspiration in their proposal.

10.1 PROGRAMMING | CONCESSIONS

10.1 Concessions

Vision To transform the LAX concessions program into a dynamic cultural gateway that reflects the diverse spirit, creativity, and flavors of Los

Angeles, while meeting the expectations of travelers, both international and domestic, through a mix of iconic local brands and nationally recognized favorites, reimagined through a distinctly Los

Angeles lens.

2025 12LAX Experience Master Plan

Integrate culinary offerings that reflect the city’s multicultural heritage, from Koreatown to East LA, Venice, DTLA, to Watts.

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Concessions - Strategic Goals

04.

Celebrate LA’s

Cultural Identity

Feature beloved LA institutions alongside national and international brands with a unique, location-specific twist.

02.

Balance Local and

Global Appeal

Design concession spaces as immersive environments that showcase LA’s creativity through menu innovation and the cross-pollination of cuisine. Examples: Kogi

(Mexican and Korean), Cowboys and

Turbans (Indian and Mexican), etc.

03.

Prioritize Innovation and Storytelling

Ensure offerings are accessible, high-quality, and efficient for all types of travelers—from time-crunched commuters to long-haul international guests. The LAX mobile app offers the option for gate delivery while mobile carts pass by guests looking for a last-minute meal before boarding.

01.

Enhance Passenger

Experience

Terminal 4 - The Right Stuff

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Interior Design Inspiration

07.2 DESIGN APPLICATION GENERAL SPACES | CONCESSIONS, F+B

07.2 DESIGN APPLICATION GENERAL SPACES | CONCESSIONS, F+B

Consider 50% mix of LA Overlay on

National Chains

Collaborations with large brands to create

LAX-exclusive offerings inspired by LA culture:

• Starbucks “Echo Park Roast” or a

“Hollywood Sunset Latte” seasonal series.

• KFC “Koreatown Chicken Sandwich” with gochujang slaw.

• Panda Express is themed as a DTLA

Chinatown Restaurant, featuring traditional

Chinese architecture with Neon Accents.

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Terminal 4

• Constructivist (akin to Googie architecture) style KFC, with a nod to the iconic (and controversial) Koreatown location designed by Jeffrey Daniels (Frank Gehry protégé). Exclusive LAX offering of Korean-style fried chicken options.

• Japanese-style futuristic vending machines offer a wide range of items, from hot ramen to mochi ice cream.

• Mid-century surf shack in the style of SHAG, with beach style burgers, fish tacos, and other surfer favorites.

• Classic NORMS diner with all the mid-century modern touches.

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Inspiration

10.2 PROGRAMMING | RETAIL

10.2 Retail

Vision To reimagine the LAX retail experience as an extension of Los

Angeles itself—diverse, trendsetting, and creatively charged. By fusing globally recognized brands with LA-born boutiques, streetwear pioneers, wellness innovators, and artistic collaborations, LAX becomes more than an airport—it becomes a cultural marketplace that celebrates the city’s creative soul.

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From surf to streetwear, film to fine art, the retail program will embody the design, style, and diversity of

LA’s neighborhoods and subcultures.

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Retail - Strategic Goals

01.

Showcase the Spirit of

Los Angeles

Blend high-performing national retailers with locally sourced offerings that provide travelers with an authentic and memorable LA experience.

02.

Balance Global

Brands with Local

Flair

Design retail spaces that evoke a strong sense of place and integrate multimedia, pop-ups, and collaborations with LA artists, musicians, and makers.

03.

Create Immersive

Storytelling

Touchpoints

Retail pop-ups that engage with timely events, including the 2026 FIFA

World Cup, Super Bowl LXI (2027), and the 2028 Summer Olympics/

Paralympics.

04.

Event-Specific Retail

Consider LA

Overlays and

Joint Branding

Opportunities

• MAC Cosmetics x Hollywood Studio

Collection: Limited-edition makeup inspired by iconic film looks.

• Nike Terminal Pop-Up: Exclusive “LAX

Pack” sneaker colorways themed after

DTLA, Venice, the LA Lakers, Dodgers, A’s, and Clippers.

• Hudson News with local overlays that evoke the soul of Los Angeles.

• Brands like Urban Outfitters, Levi’s, or

Vans get custom murals from local graffiti legends and Boyle Heights artists.

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• Space Beach Tech: A collection of innovative gadgets with an overlay of the pioneering aerospace innovation in Los Angeles and Long Beach. Including iconic brands such as Apple, Bang &

Olufsen, Nomad, Bose, Nothing, Away

• Hudson News, themed to a Howard Hughes/JPL retro aerospace style (featuring rivets and polished aluminum), showcases books and miniatures of iconic aircraft.

• Desert Modern Luxe (Apparel, Accessories, Wellness)

Featuring brands such as Lululemon Lab, Vuori, Alo Yoga, Ray-

Ban, Reformation Sport. Modernist display units with breeze block textures, Joshua Tree tones, and Palm Springs terrazzo accents.

• Rocket Lounge Retail (High-Style + High-Function) with

Porsche Design, Montblanc, Shinola, and Rimowa. Sleek, aviation-inspired accessories and travel tools.

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Terminal 4

LA Originals Collective

Angelenos (Passengers &

Employees)

• Pride – In Los Angeles and how LAX represents the boundless possibility that exists here—this airport couldn’t exist anywhere else because it embodies the essence of LA and

Angelenos.

• Belonging – LAX represents the diversity of LA and its people.

• Empowerment – Angelenos write LA and

LAX’s story, it isn’t possible without them. They inspire visitors and take the creativity of LA with them wherever they go.

OVERALL DESIGN STRATEGY

2025LAX Experience Master Plan 1

Desired Emotional

Response to LAX

EMPLOYEE, SERVICE & CULTURE

To be a hospitable:

HOST who welcomes every guest.

FACILITATOR who makes connections to serve our guests.

PROBLEM-SOLVER who takes action and initiative to help our guests.

EVERY AMBASSADOR

HAS A PURPOSE…

LAX BRAND & EXPERIENCE EMPLOYEE, SERVICE & CULTURE

EMPLOYEE, SERVICE & CULTURE