046 ANNUAL SHOWCASE 2020
Of course some airlines have highly
competent people managing the process
themselves, but not all do, and with the
best will in the world, having control of
every item tends to involve a lot of
different decision makers.
I would advocate giving us our head.
Let the designers get under the skin of
the total vision of a project and use their
network to suggest and produce a vision
for everything in the cabin. This freedom
would move beyond the sometimes
piece-meal approach to engaging
designers, which can lead to less than
Airlines are largely very design savvy
and spend a lot of time and vast amounts
of money developing a narrative and
image-led strategy, with advertising
materials created to both define their
brands and promote their services.
Surprisingly the airline’s strategy and
budgets to deal with the onboard product
itself – the beating heart of the brand –
cost significantly less than is spent on
the marketing material promoting it.
As the world of passengers becomes
more reflective of the world of consumers,
linked up, Linkedin and sharing
information like never before, it is
increasingly necessary to make the actual
flying experience as good as possible; in
other words to exist and be touched, as
the physical embodiment of all the floaty,
relaxing and luxurious images seen in
most airline adverts.
This means that having a joined up,
strategic design approach has become
ever more important. If not, airlines will
continue to use the innovation card as the
mark of good design alone, and as much
as I love a dollop of cream, a well-made
pie is so much more satisfying.
5. FACTORYDESIGN’S BUSINESS CLASS
SCHEME FOR DELTA’S A330-900neos
6. ANOTHER MAJOR LOUNGE PROJECT
FOR FACTORYDESIGN: THE LOFT,
CO-DESIGNED FOR VIRGIN ATLANTIC’S
FREE READER ENQUIRY SERVICE
To request more details from Factorydesign,
and serve it in isolation, to the design
For some of us, it’s when there is a lot
in the air that we really get a clear picture
of the vision for an airline, and this is a
valuable thing. It’s more than just a feeling
or sense, it’s the culmination of years of
experience in handling a huge and diverse
range of products.
In aviation we always refer to stuff that
happens down on the ground, so allow
us to suggest that you would be unlikely
when commissioning a new hotel, home
or yacht, to work your way round the new
interior by establishing dozens of different
relationships with designers, then splicing
it together at the end.