Virgin Atlantic has recently partnered with Onefinestay to create a limited edition pop-up boutique bedroom in the corner of its award-winning Clubhouse in Heathrow Airport. Partnering with the New York based company, the British airline has reinforced its deep East Coast roots by bridging the pond with a US based partner.
Available for rental through Onefinestay, guests can not only enjoy the exclusive room (which is directly accessible from the lounge) but also all the benefits that come with enjoying Virgin Atlantic’s signature Clubhouse. Spa treatments, trim or a shave, 3-course gourmet menus and roof-top deck (which is another potential experiential space) all are on hand to guests of the bedroom.
While this is certainly just a pop-up space and not a truly functional bedroom (no en-suite, and a door that leads directly on to the lounge, so no slipping out for a quick whizz in your PJs) the brand partnership is both novel and indicative of larger, more influential relationships between airlines and lifestyle brands.
While this pop-up venture finishes on the 4th March, Virgin Atlantic recently partnered with Ink, in a bid to increase its brand partnerships and forge new alliances with brands, and 2018 could see a wave of innovative disruptor brands creating more unique experiential spaces in the airline’s lounges that will surprise, delight and entertain their most lucrative passenger base.
What could be next? A bespoke tailoring service? Tennis lessons on the roof deck during Wimbledon season? Pop-up gym with dedicated personal trainer? A roof-deck chill out lounge with a resident DJ? Or even a film festival showing the best of British movies? Virgin is certainly leading the way in creating unique special moments. This is something that all brands are desperate to create to build and connect with experiential memories. We look forward to seeing more innovative deliveries over the years to come.