Indy’s New Airport Misses the Mark
Tonight I went to a pre-opening party and tour of the new Indianapolis Airport Midfield Terminal. (see www.newindianapolisairport.com) Thanks to John and the gang at the Indianapolis Convention and Visitors Associations (www.indy.org) for including me on the guest list. While I had fun at the party and really enjoyed seeing the new terminal before it is even completed, (The terminal is slated to open for business on 12 November 2008) I will admit to being disappointed with the project. Don’t get me wrong the new terminal is lovely, but I felt like I was in JFK in NYC. The ticket counters, color scheme, style of the architecture – all of it was a dejavu feeling with JFK. There is at least one other airport that I’ve been in recently that it also feels like, but I’ve been racking my brain all evening and cannot think of it. Anyway, the point is that there is nothing about the design that says, “Welcome to Indianapolis!” It is pretty yes, and it definitely says “airport.” But, I swear it feels like the plans were pulled out of a drawer from a previous project and duplicated for Indianapolis.
I’m a big believer, if you couldn’t tell from my blog, that the design is an integral factor in creating the brand of a business. The Indianapolis Airport Authority and their architect missed the mark on this project entirely in creating a unique brand for IND (Indianapolis International’s three letter code). If I were a visitor arriving at the airport for the first time I’d think that Indianapolis was a franchise of JFK in New York. Indy is my hometown and I like it a lot, but it ain’t New York – by any stretch of the imagination!!!
When designing a new office or remodeling an office for a dental client, I spend considerable time up front in order to understand the unique branding concept that the dentist is striving for. While certain elements may be similar to other offices I’ve worked on, each is unique, just as every dentist has his/her unique personality and each practice should have its own unique brand. This is where the fifth element of interior branding, the “defining touch” really comes into play.
I wish more time had been spent trying to understand Indy’s “defining touch” so our new airport could really have said, “Welcome to Indianapolis!” rather than just welcome to another 21st century airport terminal. Such a wasted opportunity.
