Japan Airlines renews its domestic flagship 

International design consultancy tangerine announces the launch of their design for JAL’s (Japan Airlines) new fleet of 18 Airbus A350-900 aircraft. The first of the airline’s historic order of 31 A350 XWB. The first of JAL’s new A350-900 aircraft will take its first revenue flight to Fukuoka from Tokyo (Haneda) on 1 September 2019.

In 2013, JAL signed to purchase its first Airbus aircraft for its next-generation flagship. Design consultancy tangerine’s brief was to express the essence of JAL through “tradition, innovation, Japanese spirit” in the design of the new fleet, featuring First Class, Class J and Economy Class cabins.

JAL’s ambitions were to grow their business and create a lasting impression on both their domestic and international travellers. The challenge was to create an on-board experience that caters to the tastes of the domestic market while appealing to the desires of the international passengers that the airline was hoping to attract.

Tangerine created a design strategy, ‘Infused Essence’, that captures the essence of Japanese culture and identity and embodies it in a contemporary travel experience aimed at Japanese and international passengers.”

‘Infused Essence’ is expressed throughout the aircraft, from the exterior winglet dipped in JAL red to the welcoming mood and spacious, yet cosy, passenger environment created for the interior. Each cabin interior class has its own distinct identity unified by a single vision for JAL.

Key features 

Cabin space


First Class

Class J

Economy Class


tangerine Chief Creative Officer, Matt Round says:

“tangerine set a vision that represents JAL across the whole customer experience for people travelling in every cabin. We have captured the essence of Japan and expressed it in JAL’s own unique way to entice its domestic travellers as well as widen the appeal to the international market.”

tangerine Creative Lead and Head of Japan Business, Yuichi Ishihara says:

“Across four years, tangerine formed a deep collaboration with JAL to implement the ‘Infused Essence’ design strategy. Working with people across different divisions of JAL, we helped to manage the project and the airline’s suppliers to ensure a high-quality result.”

JAL Representative Director and Chairman Mr. Yoshiharu Ueki says:

“The cabin interior expresses JAL with a sophisticated taste. It is a wonderful achievement.”

Read more on our project case study: here

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