Known as the “Gateway to L.A.,” Century Boulevard between the Los Angeles International Airport (LAX) and the San Diego Freeway is the first impression of Southern California for millions of visitors a year. GatewayLA approached the Los Angeles Chapter of the Urban Land Institute (ULI) to focus on potential development in this area and to complete a Technical Assistance Panel (TAP) Report for the arrival to and from what is the fifth busiest airport in the world. Harry Mark, FAIA of RSM Design was honored to be invited to participate in coming up with creative solutions for the study.
The study set out to address a number of key questions and concerns about the development of the district and how to realize the full place making and development potential of the site. Ideas surrounding development spanned hotels, creative office space, and retail opportunities, as well as an overall improvement of mobility for all modes of transportation.
RSM Design assisted in the analysis and enhancement of the environmental graphics and the way the guests move through the space, recommending a program that focuses on repetition, organization, and clarity in wayfinding, adding to and expanding the existing system. An emphasis was placed on integrating digital signage, which could play multiple roles including flexible and reactive wayfinding, an aesthetic cadence and order to the development area, and revenue generation. The implementation of a strong wayfinding program will ultimately add another layer to the guest experience and create a strong sense of arrival to LAX and Los Angeles.