Parallel Reality experience to be trialled at Detroit Metropolitan Airport

Detroit Metropolitan Airport (DTW) is set to host the pilot beta experience of Delta Air Lines’ and Misapplied Sciences’ Parallel Reality^TM.

The trial is the first step toward a future where the airport environment itself is tailored to each customer.

The new technology allows multiple travellers to see personalised content tailored to their unique journey on a single digital screen, at the exact same time as other users and in their preferred language. Passengers can utilise the technology on offer for wayfinding, like directions to their departure gate, and personalised travel information.

Nearly 100 passengers at Detroit Metropolitan Airport will be able to simultaneously view personalised content tailored to their individual travel needs, displayed on a single large-scale digital screen located just after the security checkpoint. Users are required to opt-in in order to use the technology, and feedback from both the users and the employees will be critical to shaping future experiences.

Gil West, Delta’s Chief Operating Officer, said: “This breakthrough technology has to be seen to be believed – it has the potential to make even the busiest airports much easier to navigate, even if you don’t speak the language. Not only will Parallel Reality reduce stress and save time for our customers, but, when combined with the warmth and thoughtfulness of our Delta people, the possibilities are endless.”

Passengers participating in the beta experience can expect the following:

• After moving through security, travellers will see a Parallel Reality display near the Delta Sky Club in Concourse A of the McNamara Terminal
• Passengers departing from the airport who wish to participate can scan their boarding pass on the boarding pass scanner and select the language they want to use
• Leveraging multi-view pixels and proprietary technology, this innovation enables each customer to see personalised, in-language messages – tailored just to them – as they walk past the digital screen
• For the trial, tailored messages may include personalised wayfinding, flight information or updates, boarding time, the nearest Delta Sky Club or even upgrade/standby status.