A multi-sensory Los Angeles experience in Australia – by Day, Dusk and Dark

Virgin Australia \ Transit LAX


3 themes

Over 3 hours — LA x Day,  Dusk and Dark.

5 cities

Events in Canberra, Melbourne Sydney, Brisbane + Perth


Nationwide Trade Partners Attended


Virgin Australia wanted to bring their hero international business class route to Los Angeles to life through a nation-wide launch event tour for their key trade partners. 


Neonormal designed an experience to celebrate LA without leaving Australia. ‘TransitLAX’ was a unique 3 hour sensory journey that toured around five Australian capital cities. We drew inspiration from the colour, feel, sights, smells and sounds of Los Angeles to experience a day in LA without stepping foot at an airport. On the hour, every hour the environment changed to reflect LA by Day, Dusk and Dark. Music, food, drinks, smells, uniforms, environment graphics, lighting all transformed the experience for guests into an immersive 24 hours in LA.


The launch events provided Virgin Australia the opportunity to showcase their hero route to their valuable trade partners from travel agencies, corporate buyers, procurement groups and government groups. Uptake of the route, traditionally dominated by QANTAS was swift and welcomed by the industry craving an alternative business class provider. 

Neonormal’s professionalism showed through… we’ve received a lot of positive feedback from our guests. Thank you for your commitment to making this a memorable event for us.”


What we did

  • Design
  • Branding
  • Content & Motion Design
  • Product Launch
  • Corporate Hospitality
  • Customer Journey
  • Communication
  • Events