AIRSIDE BRANDING

Cathay Pacific Unveils Redesigned Wing First Class Lounge in Hong Kong

Cathay Pacific’s reopening of The Wing First Class Lounge in Hong Kong emphasizes refinement over dramatic change, focusing on comfort and usability for modern travelers. The redesigned space prioritizes warmth and intuitive flow but notably lacks a definitive separation from the terminal, creating a unique connection between the lounge and airport. This evolution points to a broader shift in premium travel, highlighting the importance of cohesive experiences across airline and airport environments.

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BRANDING CABIN

LATAM’s Brand New A321XLR Cabin Isn’t Loud. That Might Be the Point.

LATAM’s preview of its upcoming Airbus A321XLR interiors hints at a strategic pivot towards a refined premium experience, featuring an all-aisle-access business class and enhanced economy offerings. The design adopts a softer aesthetic, prioritizing atmosphere over bold branding. Success will depend on harmonizing all components to ensure a cohesive passenger experience.

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BRANDING SUPPORT

The Quiet Premium Economy Arms Race: Why Buzz and Tangerine’s Collaboration Actually Matters

For an industry that loves to shout about First Class doors and ever more elaborate Business Class suites, some of the most interesting innovation is happening far more quietly. Premium Economy, once a clearly defined middle ground, is beginning to stretch in two directions at once. Some airlines are doubling down on the “economy” side…

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BRANDING

Air Canada’s ‘Glow Up’: A Brand Coming of Age

Air Canada’s new ‘glowing heart’ cabins represent an evolution of its premium experience, focusing on comfort, warmth, and cohesive design. This approach enhances not only the premium cabins but also the overall passenger experience, with significant upgrades across all classes. Rather than pioneering isolated innovations, Air Canada aims for a holistic, interconnected journey that reflects its brand identity.

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BRANDING CABIN

Delta’s New Delta One Suites Bring Greater Consistency Across Its Widebody Fleet and Hint at a Broader Premium Evolution

Delta Air Lines is upgrading its long-haul premium cabins with next-generation Delta One Suites on Airbus A350-1000 aircraft and retrofitted designs for A330-200 and A330-300 fleets. This initiative focuses on consistent premium experiences, featuring uniquely tailored suites that maintain a coherent design language, enhancing passenger experience while balancing operational practicality.

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BRANDING LIVERY

Peach Aviation’s New Look: A Softer, Smarter Rebrand for Japan’s Low-Cost Carrier

Peach Aviation celebrates its 15th anniversary with a rebrand that reflects maturity while retaining its playful identity. Collaborating with nendo, the new design incorporates Japanese culture, softer typography, and thoughtful details. The brand’s challenge lies in extending this identity into actual experiences, ensuring depth beyond aesthetics.

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BRANDING CABIN

United’s Next Chapter: A Cohesive Leap Forward… in a World Where Premium Is Starting to Look the Same

United Airlines has unveiled a comprehensive redesign of its aircraft interiors, establishing a more cohesive and competitive premium experience across its fleet. This strategic overhaul aims to enhance passenger comfort and elevate United within the global premium market, while acknowledging the broader industry trend toward standardization in business class offerings.

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AIRSIDE BRANDING

Virgin Atlantic’s Heathrow Clubhouse Gets a Refresh – But Is This Just the Beginning?

Virgin Atlantic’s refreshed Heathrow Clubhouse reflects a necessary recalibration rather than a radical change, acknowledging a drift in alignment over two decades. The update enhances experience with thoughtful touches, echoing elements from the Los Angeles Clubhouse while embracing a distinct British opulence. This shift signals a potential redefinition of luxury in aviation, inviting speculation on future developments in their onboard experience.

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AIRSIDE BRANDING

Air India’s Maharaja Lounge brings heritage storytelling to Delhi’s premium lounge scene

Air India’s new flagship Maharaja Lounge, opened in Delhi’s Terminal 3, marks a significant shift in the airline’s ground experience and branding. Spanning over 16,000 square feet, it features distinct areas catering to diverse passenger needs, a rich narrative design inspired by Indian heritage, and elevated food and beverage offerings, enhancing premium traveler comfort and atmosphere.

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BRANDING CABIN

Air India’s Dreamliner Makeover Signals a Confident New Design Era

Air India’s newly unveiled Boeing 787 interiors by JPA Design illustrate the airline’s commitment to a cohesive and modernized passenger experience. Building on the A350’s transformation, the redesigned cabins reflect a refined Indian hospitality through thoughtful color palettes, tactile materials, and integrated design. This new standard symbolizes Air India’s broader multi-year upgrade, enhancing brand consistency across its long-haul fleet.

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CABIN

Discover follows in Edelweiss’s footsteps with interiors that punch above its weight

Discover Airlines has launched its new long-haul cabin featuring the Vantage XL Business Class seats, aligning the airline with contemporary standards. The design offers improved comfort and privacy while maintaining a modern aesthetic. This strategic upgrade reflects a broader trend within the Lufthansa Group, emphasizing pragmatism over complexity in cabin development.

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BRANDING CABIN

Edelweiss’ Reveals New A350 Cabin. Comfortable, Competent, and Curiously Conservative

Edelweiss’ new Airbus A350 interiors offer modern upgrades, including improved Business Class and Premium Economy, but adopt a neutral, muted color scheme that feels generic, losing the brand’s joyful essence. This restrained design mirrors trends within the Lufthansa Group, potentially sacrificing memorable storytelling for corporate cohesion. While the product remains competitive, its emotional connection to holiday experiences is diminished.

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AIRSIDE

Ethiopia’s New Mega Hub: Ambition, Reality, and the Making of a Global Gateway

Ethiopian Airlines is set to transform its operational capabilities with the construction of Bishoftu International Airport, a $12.5 billion hub aimed at handling 110 million passengers annually. Designed for efficient connectivity and sustainability, it presents a strategic challenge to existing Gulf hubs, although success will depend on maintaining high standards throughout its development.

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HOTEL

Hot Hotel: Six Senses Yao Noi

Six Senses Yao Noi offers a remarkable experience with its stunning infinity pool overlooking Phang Nga Bay, evoking cinematic nostalgia. The rustic yet private Ocean Pool Villa enhances relaxation, blending luxury with nature. The resort embodies tranquility and space, allowing guests to disconnect and savor life’s simplicity amidst untouched landscapes, far from crowded Phuket.

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SUPPORT

As 2025 wraps up, I still need your support.

TheDesignAir was created to provide an independent, ad-free platform for in-depth analysis of travel and design, distinguishing itself from typical aviation sites. Like every year I seek help to support this platform and ensure the platform remains distraction-free.

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BRANDING REPORT

The Future of Airline Branding Isn’t Digital-First. It’s Phygital.

Airline branding has shifted towards digital optimization, sacrificing uniqueness for simplicity. Many airlines now appear interchangeable, losing emotional resonance. Brands like Emirates illustrate the importance of physical experiences in building identity. Future airline brands must prioritize human connections and distinctive storytelling, using digital tools to enhance, not define, their essence.

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BRANDING

Lufthansa Group’s latest brand refresh fails to deliver any hope of much-needed change

Lufthansa Group’s rebranding signals a shift towards cohesion and modernization amid competitive pressures. While aiming for a unified identity, concerns arise that this may compromise brand individuality and emotional loyalty. Current product inconsistencies and utilitarian lounges reflect a cautious approach. The success of this initiative hinges on enhancing passenger experience rather than mere visual change.

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SUPPORT

Redefining luxury sleep experiences in Emirates First Class

Emirates is enhancing its First Class sleep experience, creating a curated ritual that integrates luxury elements like scent, textile, and service. New sustainable loungewear, upgraded bedding, and sensory turndown service emphasize rest as a journey. The cohesive approach aligns with contemporary hospitality, prioritizing well-being and sensory comfort in luxury travel.

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REPORT TRIP REPORT

Trip Report: China Airlines A321 & A350 Business Class, September 2025

China Airlines, often underrated, impresses with its cohesive design and passenger experience. Notable for innovative interiors and cozy lounges, it offers a dual fleet of A321neo and A350 aircraft. Excellent service, thoughtful amenities, and gourmet meals shine, despite minor areas for improvement. The airline evolves steadily, reflecting Taiwanese charm throughout.

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AIRSIDE BRANDING

JetBlue opens BlueHouse in JFK. Small, boutique, but is it enough to compete across the Atlantic?

JetBlue has launched BlueHouse, a new lounge at JFK’s Terminal 5, aiming to enhance its premium travel experience. The lounge offers a cozy, locally-inspired atmosphere with unique food and beverage options, contrasting traditional airline lounges. While it faces strong competition, BlueHouse marks a significant step in JetBlue’s commitment to seamless premium service.

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REPORT SUPPORT

TheDesignAir Award Winners, 2025

TheDesignAir has announced the winners of its 13th annual awards, recognizing excellence in aviation design and passenger experience for 2025. Notable winners include ANA for Innovation, Air New Zealand for Best New Uniform, and JetBlue as Design Airline of the Year in North America, exemplifying industry advancements and commitment to passenger satisfaction.

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COMPETITION SUPPORT

Innovation Award 2025 Call for Entries

TheDesignAir Awards 2025 public vote has concluded, but design studios, airlines, and airports can still enter the Design Innovation Award by submitting innovations introduced in 2025. This award recognizes advancements in passenger experience, with a submission deadline extended to November 28th. Last year’s winner, OmanAir, transformed its First Class to an efficient Business Class ‘Studio’.

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AIRSIDE BRANDING

Qantas upgrades Sydney Business Class lounges

Qantas’ lounge network has long been a quiet expression of the airline’s national character – grounded, sophisticated, and unmistakably Australian. As the Flying Kangaroo prepares for its next great leap, the arrival of Project Sunrise and the opening of its new Auckland International Lounge mark the beginning of a more refined, residential era for its…

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BRANDING SUPPORT

New LATAM Premium Business: Luxury Redefined

From December 1st, 2025, LATAM will launch its newly reimagined Premium Business experience, celebrating South American culture through its aesthetics and service. This transformation emphasizes authenticity, warmth, and local identity while ensuring a sophisticated travel experience. LATAM positions itself as a cultural ambassador, reflecting the region’s essence and inviting global travelers to connect.

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AIRSIDE BRANDING

British Airways’ lounge renaissance: Style, Substance and a hint of Contradiction?

British Airways has unveiled new lounges in Miami and Dubai as part of its £7 billion transformation, marking a shift toward a more modern, expressive travel experience. These lounges blend local influences with British sensibility, offering a comfortable and vibrant atmosphere. However, a disconnect remains between the lounges and the airline’s onboard aesthetic.

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SUPPORT

It’s that time… Voting time! Launching TheDesignAir Awards 2025

The DesignAir Awards 2025 are now open for public voting in multiple categories, including Best Design Airline by region. Participants can vote until November 10th. Airlines are evaluated based on design aspects enhancing passenger experience rather than service metrics. Winners will be revealed in December 2025. Vote now!

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AIRSIDE

A New Gateway for San Diego: Light, Space and a Sense of Place

The new Terminal 1 at San Diego International Airport features a modern design emphasizing passenger experience, sustainability, and local identity. Created by Gensler, it combines spaciousness and intimacy with abundant natural light and local materials. Despite retaining traditional boarding bridges, the terminal sets a new standard for regional airports, prioritizing comfort and connection.

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AIRSIDE BRANDING CABIN REPORT

LOT Polish Airlines: From Quiet Achiever to Europe’s Dark Horse?

LOT Polish Airlines is undergoing a significant transformation aimed at elevating its status among European airlines by 2026. This includes modernizing its fleet with new Airbus A220s and renovated 737 MAX 8 interiors, enhancing in-flight dining with Michelin-star collaborations, and improving lounge experiences, establishing a consistent and premium passenger journey.

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BRANDING REPORT

Beyond skin deep. Emotional design is the airline industry’s secret weapon

Emotional design in aviation transforms passenger experiences by prioritizing how travelers feel over mere aesthetics. Airlines that integrate visceral, behavioral, and reflective layers in their spaces create memorable journeys. Successful emotional design fosters positivity and resilience, encouraging repeat customers through meaningful stories, whether through soothing lounges or captivating cabin details.

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CABIN REPORT

The Secret Sauce to Making A321 Premium Cabins Work

The success of narrowbody long-haul flights like Etihad’s Airbus A321LR hinges on service design, not just seating. Effective service choreography enhances the passenger experience, ensuring timely, attentive care. Unlike Iberia, which faced delays, Etihad exemplifies how thoughtful crew movement and operations can create an exceptional, intimate atmosphere in a confined space.

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