CLIENT: British Airways Plc

AGENCY: Winkreative

PROJECT: BA Club World cabin interior

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BACKGROUND

British Airways Club World was launched as part of BA's new service philosophy. One aspect of this new service was the redesign of the cabin interior.

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OBJECTIVE

To create an experience which promotes loyalty, specifically for business travellers who are essential to the success of the airline.

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CONCEPT

In response to customer feedback the focus of the cabin design divided into four key areas: comfort, technology, flexibility and privacy which are presented with understated British elegance and quality.

The material specifications reflect the project's attention to detail: finest Egyptian cotton pillowcases, pure new wool upholstery on the flatbed seats, lighting which can be individually dimmed, rotary dampers on the folding tray table etc

Club World's service philosophy is most obviously brought to life with the introduction of a self service Club Kitchen giving travellers more freedom and choice. For the first time they can simply help themselves to food and drink, just as they might in their own kitchen at home.

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