As a longtime partner with American Airlines for a range of exhibit and marketing activations, we were excited to play a part in launching AA’s brand transformation to their largest corporate customers at GBTA.  American Airlines needed to make a massive impact to break through decades of old branding and old aircraft.  We drew heavy inspiration from their new airport terminal interiors to fully embody the new brand.  Air travel can be stressful, hectic and uncomfortable; therefore, we sought to create the exact opposite of those feelings through mood lighting, quiet spaces and ambient sound. The use of actual seating from three different classes of aircraft, projection screens, video walls, a full-scale mock-up of the new business class bar and a working ticket kiosk staffed by AA flight attendants created an environment that was the talk of the show and won a Gold ADDY Award from the American Advertising Federation.