In Disneyworld, the 50 minute lines are an experience. You get interesting visuals about Star Wars, Avatar and other franchises. The lines are designed to always give the sensation of movement. They twist back and forth, in short twists – so you feel like you’re always turning a corner. You enter isolated tunnels and small rooms — so you never see how long the line is.
Contrast this with US Customs, the gateway into the USA. This is a prime opportunity to showcase US values to the world and educate residents. The experience is a long line, where you always see the long line. There are no twists or small rooms to create the illusion of movement. There might be some art — sometimes the result of a contest, or some plaques or a photography.
Why couldn’t these be combined? Imagine entering into US Customs at Chicago O’Hare Airport (for example). You’re tired, you just exited a long flight from Asia. Instead of being bombarded with long lines and overhead lighting, you enter a museum installation. You move from room to room. Each room tells you about the history of Chicago. What it stands for. Excerpts from its literature. Key landmarks in the city. Busts of past mayors and short biographies.
The result — foreign visitors tell the world about Chicago’s history. Your returning citizens are continuously educated about the history, strengths and values of this country. And you welcome the world with open arms into your city.
This idea makes a lot of sense to me. What are the obstacles? Does anyone know what this would cost?





