Los Angeles International Airport is getting a major identity refresh, with officials unveiling a new look and vision aimed at giving travellers a stronger sense of the city they’ve just landed in.
Los Angeles World Airports (LAWA) revealed the updated branding and design approach at a Board of Airport Commissioners meeting, saying the project will tie together the airport’s massive $30 billion capital programme and make the experience at LAX feel more like Los Angeles itself.
“As we prepare to host major global events, we must ensure that visitors experience the diversity of every neighbourhood from the moment they arrive in Los Angeles at LAX,” said Los Angeles Mayor Karen Bass. She thanked LAWA Commission President Karim Webb and CEO John Ackerman for “bringing LA’s rich cultural identity front and centre on the world stage.”
Ackerman said the project is about making the airport an extension of the city’s personality. “With this new identity, we’re putting the ‘L.A.’ in LAX,” he said. “Our goal is to create an airport experience that doesn’t just connect people to destinations, but also reflects the creativity, variety and energy that makes Los Angeles unlike anywhere else in the world.”
The upgrades will roll out over the next three years and include LA-themed architecture and design, terminals inspired by the city’s history, sports and culture, and new retail and dining options showcasing both local favourites and international names.
“LAX is often the first impression travellers have of our region, and everyone who experiences it should feel connected to the things that make Los Angeles so special and unique,” said Karim Webb, President of the Board of Airport Commissioners. “This effort honours the people and communities that strengthen our city, and builds on LAWA’s commitment to delivering an airport that reflects our shared values and opens up opportunities for all Angelenos.”
Courtney Moore, LAWA’s Deputy Executive Director of Strategy, Innovation & Experience, said the goal is to make sure every visitor feels Los Angeles’ creative and cultural vibe. “LAX is the gateway to the creative and cultural capital of the world and we want guests to feel this from the moment they deplane and until they are ready to board,” she said.
The refreshed look and infrastructure improvements will be in place in time for major international events, including the 2026 FIFA World Cup and the 2028 Olympic and Paralympic Games.
