cepsa-station-brief

Cepsa-Station-brief

<h2>Learning</h2>
<p>A design team formed of three partner agencies, Saffron, tangerine and Malka &amp; Portús came together to provide a powerful collaboration between brand, product and service design, and architecture.</p>
<p>A guiding brand concept called “Adaptable engineering” grew out of an inward look at the company’s values and technical strengths and an outward look at how CEPSA could differentiate itself from its competitors and other global brands that also own the colour red as a core part of their identity.</p>
<p>Visits to service stations were conducted to map the customer journey and identify pain points and opportunities for the customer experience and service design.</p>


cepsa-painpoints

Cepsa-painpoints

<h2>Leaping</h2>
<p>The challenge was how to create a powerful and distinctive visual language that could transform a regular petrol station from being a place to simply refuel, into a place to stop and rest. Bridging the disjuncture between the hardness of the road and the human needs of the travellers, the new design becomes a highlight to any journey. The team’s objectives were to create a visually compelling service station that represents CEPSA in a new and meaningful way, to find ways to elevate the customer experience using cutting edge design and the latest technologies to reduce maintenance costs.</p>


cepsa-station-design-language-tangerine-2

Cepsa Station-design-language-tangerine

<h2>Landing</h2>
<p>Every touch point of the station that the customer interacts with is closely considered; from the interaction at the pumps to the canopy, shop facade, lighting and signage. The forecourt is transformed into an iconic, airy canopy by day and a glowing red beacon by night, using a high-tech ETFE material that is self-cleaning, lightweight and recyclable. Its structure is assembled in a modular fashion that can be adapted to varied station formats and the ETFE’s 100% transparency minimises the need for artificial lighting thereby reducing running costs. Our future vision for the customer’s interaction with the refuelling island also proposed separating the display from the pump to provide a more intuitive and natural refuelling operation.</p>


cepsa-petrol-station-launching-04

CEPSA-Petrol-Station-Launching-04

cepsa-petrol-station-launching-05

CEPSA-Petrol-Station-Launching-05

cepsa-petrol-station-hero-2

CEPSA-Petrol-Station-Hero

cepsa-logo

CEPSA-Logo

cepsa-petrol-station-launching-02

CEPSA-Petrol-Station-Launching-02

<p>After 80 years operating in the oil and gas sector, CEPSA, Spain’s fourth largest industrial group, has become a major player in the Global energy market. Yet, even as the company’s products and services have swelled, it is their petrol stations that remain the crucial touch-point that connects the brand with society. In 2014 CEPSA looked to revitalise its service orientated spaces and empower the brand by commissioning the design of its flagship service stations.</p>


<p>Popular Nordic airline, Finnair, approached us with a view to completely revamping their ground-to-air customer experience. A large part of this project involved turning their Non-Schengen customer lounge into a contemporary experience that made travelling just as enjoyable as the destination.</p>


Cepsa

british-airway-club-world-01

British-Airway-Club-World-01

british-airway-club-world-05-sqaure-72dpi

British-Airway-Club-World-05-Sqaure-72dpi

<h2>Learning</h2>
<p>The project required an understanding of the psychology of the business passenger as much as the practical constraints of an airline, and passengers told us that they yearned for the freedom to move as they wished. We mobilised our whole team with fervent energy and dedication to explore countless seating concepts and layouts. Gathering insights from adjacent industry sectors to envision how to best meet the needs and aspirations of business travelers, who want to arrive rested and fresh after long haul flights.</p>
<p>Central to a good customer experience was the opportunity to get proper rest while flying, and the key to this was lying flat. The problem was, how to deliver it?</p>


british-airway-club-world-sketch-01

British-Airway-Club-World-Sketch-01

<h2>Leaping</h2>
<p>We created a range of solutions that were ahead of their time, but it was our ‘Lounge In The Sky’ concept which captured BA’s board&#8217;s imagination, ignited the interest of the press, and sent British Airways’ share price sky-rocketing. The artistic impression first revealed showed a completely new way to configure cabin space, with yin-yang configured lie-flat seats that had dividing screens and a movable footstool, giving each passenger the freedom to move, dine, work, sleep and socialise alone or as a pair.</p>
<p>No stone was left unturned to design the best possible solution and prove the viability of the concept. An initial uneasiness raised in passenger surveys about the prospect of flying backwards was overcome through research flights with the RAF to prove that a negative perception of journey sickness with flying backwards was a misplaced belief.</p>


british-airway-club-world-design-process-03_bw-72dpi

British-Airway-Club-World-Design-Process-03_bw-72dpi

british-airway-club-world-design-process-01-bw-72dpi

British-Airway-Club-World-Design-Process-01-bw-72dpi

british-airway-club-world-diagram-02

British-Airway-Club-World-Diagram-02

<h2>Landing</h2>
<p>“Project Dusk” – the first generation of the Club World seat design, was an audacious design solution that stunned the commercial aviation industry. For the first time ever lie-flat seats were paired in a fore and aft configuration, while crucially protecting 8 seats across in the cabin to maintain a dense seat count. The project was an immediate success, achieving a full ROI of £200,000,000 well within the first 12 months of flying.  The innovative and patented format was upgraded by us in 2006, cleverly introducing 25% more passenger space and delivering a significant increase in comfort. The design has become synonymous as the hallmark of innovation for British Airways, flying in service for over 20 years. For it we won the prestigious DBA Grand Prix prize for Design Effectiveness, which is testament to its groundbreaking commercial success.</p>


british-airway-club-world-04-2

British-Airway-Club-World-04

We regard tangerine as an agency at the very pinnacle of cabin and seat design and we’ve had a great relationship working hand-in-hand with them.

british-airway-club-world-hero-01

British-Airway-Club-World-Hero-01

<p>With the global economy lurching in the late 1990s, it was a difficult time for the aviation industry, and competition was fierce. British Airways were looking for a strong point of difference that would give them a business advantage, challenging us to “Find us the holy grail of airline travel.” The result was truly revolutionary, an audacious design solution that would stun the commercial aviation industry, redefine the business market and become a profit engine for the airline.</p>


British Airways

gulf-air-economy-seat-01

Gulf-Air-Economy-Seat-01

gulf-air-video-cover

Gulf-Air-Video-Cover

<h2>Learning</h2>
<p>The project began with an immersion in Bahrain to better understand the airline and the nation it represents. We conducted an audit of the current customer experience and brand touch points to identify pain points to be addressed in the design. We held interviews with Gulf Air’s board and executive team to gain a deeper understanding of the culture and ambitions of the business and held framing workshops with the staff to a gain deeper understanding of the operational challenges. We also conducted a detailed product review of the chosen First-Class seat to seek opportunities to improve comfort and the total customer experience.</p>


gulf-air-immersion-2

<h2>Leaping</h2>
<p>The collaborative design team fused the airline’s trailblazing attitude, with the warmth and friendliness of its people, to deliver on the ‘smart with heart’, brand concept. Smart with heart informs every touchpoint of the design: from the new livery and brand identity created by Saffron, through to the cabin interiors, designed by tangerine. We explored alternative possibilities for the cabin configuration and the look and feel, with focus on creating innovative solutions in a highly feasible way to deliver something beautiful from what’s usually utilitarian.</p>


gulf-air-design-process-03

Gulf-Air-Design-Process-03

gulf-air-design-process-04

Gulf-Air-Design-Process-04

gulf-air-design-process-05

Gulf-Air-Design-Process-05

gulf-air-cmf-process-02-72dpi

Gulf-Air-CMF-Process-02-72dpi

<h2>Landing</h2>
<p>Every aspect of the cabin is finely detailed to express the new Gulf Air brand identity and raise the quality of the customer experience on-board their aircraft. Raised privacy panels divide the business class cabin on the B787, creating more private, intimate zones. The panels feature a 3D sculpted surface, inspired by the iterative geometric forms found in Bahrain architecture. The suites are defined by a sweeping almond gold trim that draws the eye, and subtly echoes the falcon wing tip.</p>


gulf-air-summary

gulf-air-aircraft-exterior-01

Gulf-Air-Aircraft-Exterior-01

<p>Gulf Air wanted to restore its market position through a new brand identity and an uplift of the quality of its customer experience onboard their aircraft. Tangerine and brand consultants Saffron were tasked with giving the Gulf Air brand a contemporary visual identity. We started by delving into the airline’s past, rediscovering its pioneering magic to give the brand a modern twist.</p>


Gulf Air

snoozebox-case-study-3

Snoozebox-case-study-3

<h2>Learning</h2>
<p>The team sought inspiration and gathered insight from diverse sources and user contexts for the event accommodation to maximise the potential of the room, which measured just 3.6m x 2m x 2m. The room needed to be able to offer a range of different ensuite configurations to suit different travel groups. And to make the challenge really interesting, the whole thing had to fold in half on the back of a truck for ease of transportation.</p>


snoozebox-case-study-23

Snoozebox Case Study-23

<h2>Leaping</h2>
<p>We created an ambitious proposal that went far beyond the client’s original request for a series of adjustable beds. The idea was to redefine the whole guest experience – everything from the design of the fixtures and fittings to the colour palette and the atmosphere. Achieving it required some cunning and creative design solutions.</p>


snoozebox-design-process-square

Snoozebox-Design-Process-Square

snoozebox-in-production

Snoozebox-in-production

snoozebox-cmf-moodboard

Snoozebox-CMF-Moodboard

<h2>Landing</h2>
<p>The rooms offer 7 different bed configurations and feature fold down beds, hidden within super-sleek metal frames integrated into the walls &#8211; achieved by exploiting specialist laser-cutting and folding processes. The beds are accessed with pull-down handles disguised as shadow lines, transforming the space into a bedroom for up to four people with seven different day and night configurations. The bathroom is designed as a luxury wet room with a flared outer wall to give a sense of spaciousness, while also providing a dry hanging area.</p>
<p>The accommodation comes in three finishes to suit different event’s needs, with flooring and fabrics sourced from some of Europe’s top design houses.</p>


snoozebox-video-cover

Snoozebox-Video-Cover

Trying to put Snoozebox guests at the heart of the action required some innovative thinking and design leadership. tangerine allowed us to take what we wanted conceptually and actually see it realised. They were just so clever whilst also understanding our commercial parameters. Their designers thought through everything, right down to the hinges on the bed, so we were able to achieve this really exciting outcome.

snoozebox-bedroom-hero-landscape

Snoozebox-Bedroom-Hero-Landscape

<p>Start-up hospitality business Snoozebox had enjoyed success with its first-generation portable hotel that was created using repurposed shipping containers.  It delivered pop-up hotel accommodation to the heart of cultural and sporting events across the UK such as the Silverstone F1, Glastonbury Music Festival and the Edinburgh Fringe Festival. Impressed with our reputation of maximising small spaces for premium customer within the aviation industry, Snoozebox commissioned us to create a modular design for new hotel room that could be delivered as a custom mobile solution built by British coachbuilders ASGB.</p>


Snoozebox

Project-led design consulting in action

01_project-led-consulting

Project led consulting

project-led-consulting-sky-app

Project-Led-consulting-Sky+-App

<p>Every business has its fair share of challenges. With a process tailored to your needs, we ask probing questions to identify gaps and align your stakeholders. This helps you to see and capitalise on the opportunities we uncover.</p>
<p>Working closely with you, with as much involvement as you want, we design and develop a solution that’s fit for purpose, meets your objectives, and provides long-term value for your business.</p>


project-led-consulting-process

Project-led-consulting-process

<p>Commissioning design can feel overwhelming. To give you the confidence you need, we make sure every aspect of the project is meticulously managed. You get a detailed project scope, mapped to transparent fees and expenses. You always know what it’ll cost you, how long it’ll take, what’s happening, and why.</p>
<p>With complete access to our experts, and their years of experience across multiple sectors, you can be sure that your project will run smoothly, efficiently, and produce exactly the solution you need.</p>


Project-led design consulting

A fresh perspective

Every detail considered