Special Report
Creating an innovative lie-flat seat, for example, was important to Singapore Airlines not just for the product in itself but as a way to reflect its brand, its commitment to comfort and innovation. The airline wanted to have a seat that would reinforce its brand image which focused on providing better quality comfort and service than the competition. The seat we designed had to meet these aspirations.” Time scale can be a challenge too. “All projects
are time critical, sometimes clients are in a race to get something new out into the market place; or on other occasions, if a plane is due to come off the production line at a certain point we have to fit into that process, nothing can wait. It’s an incredibly complex process, a lot of different suppliers and professionals are involved and they all have to come together for success. “For the premium airlines design is very important and comes at the front end of the
You read it here first…
Maersk Air launched a new Airway Café concept with Gate Gourmet allowing passengers to pre-order their food and drinks on the internet before departure.
50 ISSUES
Onboard Hospitality Issue 11, June ‘04 C E L E B R A T I N G
process – brand, costs, comfort and value, pricing, cabin services and technical facts all affect design and then there are also considerations of weight and functionality. There are always pressures and tight deadlines. Most projects are driven by the finance and once the money is there, people really want the job done.“
The international nature of the company’s
business presents challenges too. Park adds: “Cultural differences have an impact on a design project, it is important to work empathetically with different clients in different markets and to meet international demand while incorporating the flavour of the client’s locality.” This has been particularly important in airport
lounge projects says Park. “We aim to make a solid statement about an airline through the design, integrating all the facilities travellers expect in a way which reflects the airline’s region in terms of décor, comfort and food. Airlines can use their lounges to make a statement about the customer service they offer and to differentiate.” Park concludes: “I believe everything that we
touch and use is designed and if it’s designed badly, life is downgraded.” In short, if you want to think big, you need to
think small!
Passengers love dressing for dinner
Restaurant quality dressings and vinaigrettes, including halal and organic options for passengers who expect the best on the ground and at 35,000ft.
Touches like this bring out the cachet of first and business-class dining. No wonder our products are in the air 24 hours a day, 365 days a year.
Call for a sample pack on 01424 853 000. 15ml
Voyager bottles
Creating First Class meal accompaniments | sauces | dressings | vinaigrettes | oils | salsas | relishes | coulis | pestos | Mexican | Visit
bdfoods.co.uk Onboard 49 / Half page (Horizontal) 177mm (width) x 115mm (height) please delete border keyline border53
www.onboardhospitality.com
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