virgin-australia_business-class-bar-01

Virgin-Australia_Business-Class-Bar-01

virgin-australia_business-class-seat-01-square

Virgin-Australia_Business-Class-Seat-01-Square

<h2>Learning</h2>
The project involved bleary early mornings, late night conference calls and long business trips between Tangerine in London, Collins Aerospace in Winston Salem and Virgin Australia in Brisbane. Working together the ambition for the level of change and customisation in the cabin was agreed, and an ambition set  to deliver something special and truly on brand for the airline.
Within the space constraints and certification requirements, we rethought everything. The aim was to give the passenger experience a sense of flow, from walking through the aircraft door right down to the intimate detailing at the ends of their fingertips.

virgin-australia-business-class-moodboard

Virgin-Australia-Business-Class-moodboard

vigin-grpah

Vigin Grpah

<h2>Leaping</h2>
When looking at the competitive landscape, we identified that one of the shortfalls for many aircraft cabins is the lack of variation in surfaces because of the way parts of the interior are manufactured and certified, tending to leave the environment flat and with a utilitarian feel. Here was a unique opportunity to inject richness into the design of the cabin interiors to distinguish the Virgin Australia brand and significantly improve the passenger experience.

04_virgin-australia-tangerine-re-design-premium-cabin_01

04_Virgin-Australia-tangerine-re-design-premium-cabin_01

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DSCN5713 copy

dscn5847

DSCN5847

<h2>Landing</h2>
Dubbed ‘The Business’ by national press, the business class suites are premium, stylish and exclusive. A tapestry of different materials and textures were introduced to create a sumptuous cabin environment. Particular consideration was given to how light and shadows play upon surfaces like the louvered privacy screens, and how sparkles appear within the metallic paint on the adjacent surfaces.
A stunning new bar area on the B777 aircraft, interweaves with the seating layout to maximise available space for the face-to-face service, which is critical for the Virgin brand. The bar design utilises interconnecting angles and a striking flying maiden motif to bring flair to the environment. Working closely with Virgin Australia and Collins Aerospace, the new cabins are a testament to the fusion of ambition, effective collaboration and design that makes customers fall in love with a brand.

wish_virgin-australia_0a8a6505-copy

WISH_Virgin Australia_0A8A6505 copy

wish_virgin-australia_0a8a6588-copy

WISH_Virgin Australia_0A8A6588 copy

vir2072_virgin_shot4crop_lrlow-res_no-bw

VIR2072_Virgin_Shot4crop_lrLOW RES_no bw

“We believe the sophisticated new suites will set a new standard in Business Class travel, not just in Australia but around the world.”

virgin-australia_business-class-seat-03-landscape

Virgin-Australia_Business-Class-Seat-03-Landscape

Contender to Australia&#8217;s larger flag carrier Qantas, Virgin Australia wanted to reposition itself from a low-cost airline to complete with its competitors in the premium travel market both domestically and internationally. Having undertaken to upgrade its long-haul A330-200 and B777 aircraft, the airline tasked us with the design of their cabin interiors for Business and Premium Economy. With business suites selected from Collins Aerospace’s popular Super Diamond,  the challenge was to infuse the cabin with sophistication and elegance that would define the airline for its quality and provide a stage for its outstanding service.

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.

Virgin Australia

snoozebox-case-study-3

Snoozebox-case-study-3

<h2>Learning</h2>
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.

snoozebox-case-study-23

Snoozebox Case Study-23

<h2>Leaping</h2>
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.

snoozebox-design-process-square

Snoozebox-Design-Process-Square

snoozebox-in-production

Snoozebox-in-production

snoozebox-cmf-moodboard

Snoozebox-CMF-Moodboard

<h2>Landing</h2>
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.
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.

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

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.

Snoozebox

jal-winglet-tangerine-2

Jal-winglet-tangerine-2

<h2>Learning</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Having established long-term relationships with many of Japan’s leading brands, we were already familiar with the country and its customs, but to support this knowledge and be inspired, we delved deeper into the country’s culture and JAL’s brand. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">We gathered insight into rituals, symbolism, aesthetics and tastes, learning about the “traditional innovative spirit of Japan” that fuelled JAL’s brand. Combining this insight with our extensive knowledge of passenger motivations and trends, we built the foundations of a strategy to guide design and the seed of a vision.

watermark-smaller2

<h2>Leaping</h2>
We crafted a design strategy called “Infused Essence” to give order to the many insights and rich sources of inspiration we’d gained. Our aim was to infuse the essence of Japanese innovation, craftsmanship, service and atmosphere with the values of JAL’s brand. This would guide the coherent design activity across all classes of the aircraft and help JAL’s operational and engineering orientated business to focus on the customer experience.

jal-business-class-render-inspiration-72dpi

JAL-Business-Class-Render-Inspiration-72dpi

jal-business-class-development-mockup-72dpi

JAL-Business-Class-Development-Mockup-72dpi

<h2>Landing</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">All three cabin classes are imbued with the Infused Essence design strategy to create a sophisticated atmosphere, with a purity of aesthetics and finely crafted details. They set the stage for the cabin crew to welcome passengers with ‘omotenashi’, Japanese thoughtfulness.​​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Innovation is present across the cabins; from redefined seat geometry for increased comfort, to unique pleated curtain structures created through reimagining how to use existing manufacturing techniques. All these innovations made possible through close collaboration across the supply chain, from airframer to seat vendors to materials suppliers. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Combining our creative leaps with hard won technical knowledge and deep collaboration, together JAL and tangerine turned vision into reality and delivered the aircraft on time.

jal-lavatory-01-square

JAL-Lavatory-01-Square

jal-business-class-entrance-01

JAL-Business-Class-Entrance-01

jal-business-class-side-view-of-suite-cropped-more-72dpi

JAL-Business-Class-Side-View-of-Suite-Cropped-more-72dpi

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

jal-business-class-02

JAL-Business-Class-02

<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">For decades the national airline of Japan, Japanese Airlines (JAL) focused on domestic passengers and knew their consumers well. But as the Japanese Government launched an initiative to attract more than 40 million international travellers to the region, JAL faced an unprecedented shift in the demographic of its potential customers and wanted to respond to the opportunity.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">​Undeterred, by a gap in their knowledge, JAL set the ambition to create a new signature experience for their large order of A350s and sought a design partner to help them to create a cabin interior that could bridge the culture of Japan and the desires of a new international audience.

Japan Airlines (JAL)

azul-learning-02-72dpi

Azul-Learning-02-72dpi

<h2>Learning</h2>
Research told us that Azul was a much-loved low-cost airline by the people of Brazil. And Azul wanted us to capture their fun vibe and find a tone and look for the cabin interiors that chimed with the brand’s Brazilian character. The new business class also needed to express a sense of sophistication and style that is rich and evocative, stressing ‘value’ but never ‘cheap’.
The colours, finishes and materials needed to retain integrity across three classes: economy, premium economy, and business. The design also had to be implementable in both retro-fit and line-fit aircraft, and to meeting the tight restrictions imposed by the seat manufacturer, we needed to be smart about creating incremental changes that brought the maximum benefit.

azul-leaping-03

Azul-leaping-03

azul-leaping-04

Azul-leaping-04

<h2>Leaping</h2>
Our reputation with OEM vendors was such that we managed to persuade the seating manufacturer to trust us to deliver a series of improvements to the business class seat that would be ownable by Azul.  We quickly identified a set of improvements that would offer Azul’s new business travelers a much-improved experience.

azul-leaping-01

Azul-leaping-01

azul-leaping-02-white-2

Azul-leaping-02-white

<h2>Landing</h2>
Working closely and quickly with the seat manufacturer we redesigned the storage area of the business class seat, introducing a machined bezel with a multicoloured anodised logo and an elegant and embossed leather-covered panel. A walk up-bar, emblazoned by a laser cut Azul logo, was introduced within one of the galleys, creating a social space that gives passengers a place to chat and stretch their legs.
Across the interior the vibrant colour scheme uses blues in a warm and engaging way, echoing Brazilian party vibes, with patterns that take inspiration from Copacabana beach.
We successfully ensured that the design language and specification for the materials to be retrofitted on the A330-200’s would be transferable onto Azul’s new A350 line-fit fleet across all cabin classes. All timed to meet launches for the airlines’ new long-haul service to Miami, and in time for the 2014 FIFA World Cup Tournament held in Brazil and the 2016 Rio Olympics.

azul-launching-02-2

Azul-launching-02

We knew of tangerine from some of the outstanding airline interiors work they had done before and the fact they had a local office in Brazil made the choice all the more obvious. They were a great team to work with, keeping track of all aspects of the project and with very deep knowledge of the business. We are convinced that with these interiors designed by tangerine, coupled with Azul’s focus on exceptional customer service, our passengers’ experience will be second to none.

azul-launching-02

azul-hero-01

Azul-Hero-01

To mark their move into long-haul flights to the US, the Brazilian low-cost airline Azul asked us to design a new look for its cabins, including business class seats for first time on their new long-haul international route.
With the fundamentals of the aircraft largely fixed, for a fleet consisting of a combination of Airbus A330-200s to be retro-fitted and new A350s, the challenge was to improve the customer experience and express a more premium and business-like impression for the brand while delivering tangible value to the airline in an 11-month timeframe.

Azul

<h2>Learning</h2>
For the cabin look &amp; feel we set out to capture the visual magic and “wow” of Hong Kong, playing with the contrast between the city and the countryside. Infusing traditional Hong Kong influences with the extraordinary contrast of the city’s fast-paced modern vibe.
Innovating and improving comfort within economy class can be really challenging, but we championed the passengers’ desire for more seat comfort and introduced a generous shelf to support their tablet and a convenient place to store and charge their devices and valuables.
With 214 of the A350-900’s 280 seats dedicated to Economy Class, we had to think strategically, and use an exhaustive attention to detail to find the right solutions for Cathay Pacific’s customers.
.

3-leaping-cathaypacific-3

3-leaping-CathayPacific-3

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2-learning-CathayPacific

3-leaping-cathaypacific-2

3-leaping-CathayPacific-2

cathay-pacific-colour-of-the-bay-vision

Cathay-Pacific-colour of the bay vision

<h2>Leaping</h2>
Interior finishes are inspired by Asian minimalist tradition throughout the A350.  The laminates on the bulkhead features an embossed irregular-striped pattern that is evocative of bamboo, complementing the natural textured finishes that are incorporated throughout the interior across all classes.
Green is an essential colour palette for Cathay Pacific’s brand and three subtly distinctive shades of green are used to distinguish rows of seating in economy class.
Driven by research into passenger’s habits and needs, we created a range of concepts for innovative design solutions that improved the economy class passenger experience.

cathay-colours

Cathay-colours

cathay-pacific-bamboo-tedlar

Cathay-Pacific-bamboo-tedlar

cathay-pacific-headrest-prototype

Cathay-Pacific-headrest-prototype

cathaypacific-cmf-design

CathayPacific-cmf-design

<h2>Landing</h2>
This juxtaposition between Hong Kong’s traditional rural setting and the fast-spaced hi-tech city is harmonised across all of the interiors finishes, soft furnishings, and colour palette.
A tiny revolution took place in the economy class seating, where we created a proprietary designed six-way headrest that is unique to Cathay Pacific. This patented innovation provides significantly improved lateral support to the passenger’s head when resting or sleeping, which is crucial for rest and sleep when seated in a subtly reclined position.
The growing BYOD on-board trend is catered for with a combined shelf and storage area, that provides a dedicated place tablets and other devices, stowage for small personal belongings and a drinks holder, all in one place.

cathay-pacific-economy-seatback-2

Cathay-Pacific-economy-seatback-2

cathay-pacific-economy-seatback-1

Cathay-Pacific-economy-seatback-1

cathay-pacific-economy-headrest-tangerine

Cathay-Pacific-economy-headrest-tangerine

cathay-pacific-economy-headrest

Cathay-Pacific-Economy-headrest

The six-way headrest on Cathay’s A350 is a tiny revolution.

Propriety designed six-way economy headrest 

cathay-pacific-economy-meal-service

Cathay-Pacific-economy-meal-service

With 22 A350-900 XWB new aircraft ordered, Hong Kong-based Cathay Pacific Airways issued a request for proposal in 2013 for the design of its brand new long-haul fleet. We won the project to create the colour, material and finish for the whole aircraft, as well as design of the Economy Class seating. The challenge was to set a creative direction for the whole cabin, which extends Cathay Pacific’s brand expression, and to innovate in Economy Class to provide the best possible passenger experience.

Cathay Pacific

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CMF Emma scrunching fabric

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The smallest details bring the biggest ideas to life. By leveraging the influence of relevant trends and positioning your brand to attract target customers, we can better express your personality through colour, material, and finish. We also ensure your strategy and CMF work perfectly together for every product or service.

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