Today saw Air France reveal a brand new Business Class product that will start to grace its 777-300ERs. It also revealed an exciting new ‘brand video’ to impart the new Air France brand to its global audience. At the heart of this regeneration lies its new business class seat, which is entirely new, although it somewhat resembles its current herringbone product that is currently on some of its 777 and 787 fleet.
The airline has adopted a 3 F’s moniker, Full-flat, full-access and full privacy to its new suite, which now feature half-height doors to add more privacy to the seat. For those in the centre seats there is now a central panel that can be raised for solo travellers or lowered creating a ‘convivial space in which to make the most of the flight together’.
The seat also features a wide 17.3-inch 4K High-Definition anti-glare screen with a noise-reducing headset, a new Bluetooth connection allowing passengers to use their own headphones and several electric sockets.
Interestingly, the airline has opted for the same monochromatic navy and white colour palette found on its A350 fleet, showcasing the new design aesthetic for the carrier, which is somewhat akin British Airways. We had hoped to see more tonal touches to add increased depth and peaks of interest in the visual palette.
The carpet however is a clever touch, reminiscent of parquet flooring and creating motion through an otherwise static cabin. Perhaps the most iconic element can be seen on the personal storage units and the boarding area where you are greeted by a backlit winged seahorse, embodying the company’s founding myth and rich history.
“The seat’s padding adds softness and a feeling of cosiness. Wool, brushed aluminium, full-grain French leather are the noble, soft and natural materials chosen by Air France for the manufacture of its seats. Each seat is also embroidered with the company’s trademark red accent,” states Air France.
While the airline is looking to roll out the new seats, it will start by being rrogressively introduced on 12 Boeing 777-300s as from September 2022, with each aircraft equipped with 12 rows across two mini cabins featuring 48 seats in Business class.
The good news isn’t contained to the pointy end. The company is also installing its latest Premium Economy (48 seats) and Economy (273 seats) seats on board these aircraft for optimum comfort. Each cabin is elegantly decorated in the brand’s signature colours: navy blue, white for light and contrast, and hints of red.
In the Premium Economy cabin, Air France is finally introducing its latest recliner-type seat model already available on its Airbus A350 which is far more comfortable than its predecessor. Now each seat offers 96 cm legroom and the seat cushions have also been redesigned and the navy blue herringbone fabric adds further softness.
The seat back reclines to 124 degrees and has been widened to provide greater privacy. A new noise-reducing audio headset is integrated into the seat and is easy to use at any time during the flight. The seat also features USB A and C ports.
In the Economy cabin, the seats are equal to industry standard for long-haul comfort. Each seat has a wide 43 cm seat pan, a 119 degree recline and 79 cm of legroom. The backrest is ergonomically designed, offering reinforced lateral support. It is also equipped with a USB A port.
The seats in these two cabins are equipped with a wide 13.3-inch 4K High-Definition screen with Bluetooth connection, ideal for enjoying over 1,000 hours of on-demand entertainment.
Named “Fontainebleau”, the first aircraft equipped with these new cabins and a WiFi connection will fly to New York-JFK this autumn.
As part of its move upmarket, Air France has also unveiled a new brand video embodying its ambition to offer its customers the best of France and take elegance to new heights. This video tells the story of an ascent, that of a bubbly, strong-willed woman, an elegant allegory to the airline. Wearing a red dress with an interminable train, she slowly climbs the Eiffel Tower, the iconic symbol of France the world over.
The video ends by revealing the company’s new advertising signature – “Elegance is a journey. Air France.” This signature embodies the values of Air France, its style, as well as its attention to others and to the planet.
The featured music is inspired by the iconic song “The windmills of your mind” by Michel Legrand, performed by French singer-songwriter Juliette Armanet. More than a simple cover version, this new version has been re-orchestrated for Air France. This gentle and powerful song embodies French elegance with emotion.
Created by Aura by Omnicom, this video will be shown on TV and cinema screens and online from 11 May 2022 on 5 of Air France’s strategic international markets – USA, Canada, Brazil, Italy and Germany.