Special Report
Looking good
First impressions count and if you’ve seen something you like onboard recently, in an airport lounge or when travelling by rail, chances are JPA Design had a hand in it says Julie Baxter
James Park Associates has spent almost 30 years becoming expert in thinking small! It is attention to detail
that has made it big, and a passion for functional
design that has enabled it to help numerous travel industry brands make their mark. Led by managing director James Park,
the company counts high achievers such as Singapore Airlines, Cathay Pacific, Japan Airlines, Oman Air, Gulf Air, Eastern & Oriental Trains, and numerous five-star hotels among its clients. Park trained as an architect but after working on
new interiors for Venice-Simplon Orient Express trains in the 1980s and on Eastern & Oriental Express in Singapore, he has built up a 50-strong team of architects, interior/product/industrial designers and colour and trim specialists. Nostalgic luxury trains became their specialism
first with further projects for the Eastern & Oriental Express, the Royal Scotsman, the Northern Belle and the East Coast mainline Mallard project for GNER, and now they work across a range of sectors including for some of the most luxurious hotels in the world, rail and aerospace industries.. Park says: “Those companies that value design
and place it highly in their list of priorities are the ones that are inclined to do well even in a recession. In contrast if design is not taken seriously this is reflected in the quality of the product or services, and it usually doesn’t work and is not aesthetically pleasing.” For businesses with products revolving around
small or constrained spaces there are particular challenges, be it an aircraft seat or a railway carriage, a hotel room or an airport lounge. Park says: “Working with small spaces
means recognising that detailing, fixtures and functionality are of paramount importance.
Clockwise from top: Gulf Air Lounge; Singapore Airlines Business Class; Cathay Pacific Business Class; and the bathrooms of the Gulf Air Lounge
52
www.onboardhospitality.com
With an airline seat, for example, the user sees everything up close and right in front of them so it is vital that everything has a useful function and works. Good design is about solutions to problems that work well and look good.” His team worked with Singapore Airlines to
create one of the world’s first lie flat, full recline seats for its fleet of 747s, and most recently worked on the A380 business class seat – a wide
seat which folds down manually to form a very large sleeping area/bed. Park says: “Among other things, we have
become experts in small spaces largely thanks to the projects we have been asked to do. An aircraft project is interesting because it involves so many factors. Passenger density, operational workings, styling and costs all play a role. “Then issues of branding come into play.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132