tangerine and Buzz announce cross-disciplinary collaboration to redefine comfort in Premium Economy
Australia-based Buzz and UK-based tangerine have formed a new creative partnership to rethink comfort in Premium Economy. Combining strengths in onboard product innovation and cabin experience design, the collaboration marks a first-of-its-kind alliance in the aviation industry.
United by a shared ambition to improve comfort, wellbeing and usability for the next generation of travellers, the two companies have developed a suite of concepts that re-examines long-standing assumptions about comfort in this cabin segment.
Aligned Expertise
Although operating in different parts of the aviation design ecosystem, Buzz and tangerine’s skills complement one another. Tangerine is known for its cabin design leadership, while Buzz has a global reputation for onboard product innovation.
Sam Blank, Director of Innovation and Product Strategy at Buzz, said:
“The brief was initiated by Buzz to spark innovation and encourage new dialogue across our industry. We wanted to proactively rethink the Premium Economy experience and explore what could emerge from collaborating with creative minds from a parallel sector. After meeting tangerine in Hamburg over several years, it became clear that we see different sides of the same coin. Working together felt like a natural opportunity to generate new ideas for the passenger experience.”
Geraint Edwards, Chief Growth Officer at tangerine, added:
“tangerine always looks for new ways to enhance the customer experience through design. We focus on turning familiar pain points into opportunities and on anticipating the expectations of future Premium Economy passengers. This collaboration allowed us to explore new perspectives across both hard and soft product sectors.”
A True Co-Design Partnership
Over six months, the teams worked across time zones to co-create a new vision for onboard comfort. Weekly video sessions, shared digital workspaces and iterative prototyping enabled fast, collaborative development. Tangerine led concept origination, while Buzz guided feasibility through its operational insight and manufacturing network.
Premium Purpose: Rest Redesigned
Premium Economy remains the fastest-growing cabin segment, yet many passengers still struggle to rest without a lie-flat seat. Both companies saw an opportunity to redefine comfort for travellers who value adaptable, supportive and easy-to-use products on long flights.
The project also reflects the preferences of Gen Z travellers, who prioritise authenticity, practicality and environments that support both rest and productivity. Their visually-led tastes and strong brand loyalty offer airlines new ways to differentiate through materials, form and coherent design language.
Four Concepts for Real Comfort
The collaboration produced four concepts addressing common in-flight comfort challenges:
- Cocooning Blanket
A shaped blanket with cloud-inspired pinsonic detailing that wraps naturally around the body for enhanced rest. - Sensory Shut-out Eye Mask with Integrated Earbuds
A padded eye mask with sound-reducing earbuds built into the straps for easy access. The buds can also be removed and used independently. - Adjustable Flat-Roll Neck Pillow
A low-volume, ergonomic pillow that can be shaped into multiple supportive forms for better alignment than traditional U-shaped pillows. - Foldout Lumbar Cushion
A flexible cushion providing lower back and lateral support, designed to adapt to shifting posture during long flights.
Sustainable by Design
Sustainability is central to the development process. Both teams are exploring biomaterial foams for the eye mask and neck pillow, with a long-term goal of creating products that can be washed, reused and ultimately recycled rather than incinerated.
A Shared Vision for Future Comfort
Together, tangerine and Buzz have created a forward-looking approach to comfort that reflects today’s traveller needs while anticipating what Premium Economy could become.
Ends.
Press Information
For comment, interviews or to book a preview of the tangerine x Buzz collection:
Laurie Bushe, Associate Director – Marketing & Communications, tangerine
laurie@tangerine.net
+44 7908 135605
Alena Kirzner, Marketing Communications Manager – Buzz
alena.kirzner@buzzproducts.com
+61 407 056 064
Press Imagery
Photography and imagery available on request.
All rights tangerine and Buzz.
Photography credit: Guy Lockwood
About tangerine
tangerine is a strategic design consultancy that helps companies make creative leaps in products, services and experiences. For over three decades, the London-based studio has partnered with leading global brands including Apple, British Airways, JAL, LG, CRRC, Finnair, Volkswagen and Toyota. Recognised internationally for transportation design, tangerine’s work has delivered patented innovations and transformative customer experiences. The studio recently collaborated with British Airways to reimagine its First cabin. www.tangerine.net
About Buzz
Buzz is a leading global supplier of premium amenities to the travel industry. Buzz designs and creates memorable products for the journey. For more than 25 years, Buzz has created iconic collaborations between world-leading brands and global airlines, enriching the journey for travellers. www.buzzproducts.com