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 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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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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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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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 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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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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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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STUDIO

Studio Spotlight: Designing the connections shaping aviation’s next era

Commercial aviation is evolving but faces challenges due to fragmentation among stakeholders. Teague addresses this by connecting systems and enhancing passenger experiences. By focusing on the “invisible seams” of design, Teague aims to create cohesive journeys through strategic problem-solving, prototyping, and integration, ensuring airlines and OEMs meet modern expectations effectively.

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AIRSIDE BRANDING

Korean Air’s new lounges, but are they beautiful spaces in search of a common language?

Korean Air has launched the first phase of its lounge renewal at Seoul Incheon, introducing updated Miler Club and Prestige lounges alongside new Prestige Garden lounges. The designs are modern and premium, featuring diverse culinary options and wellness spaces. However, the lack of cohesive design across different projects highlights the need for a unifying creative direction.

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AIRSIDE

Cathay brings its signature design to Beijing

Cathay Pacific’s newly reopened lounge at Beijing Capital International Airport exemplifies the airline’s signature residential aesthetic. Designed by Studioilse, it features intimate spaces, a Noodle Bar offering regional dishes, and a tranquil Teahouse. With thoughtful details and a strong cultural connection, the lounge enhances the travel experience while reinforcing the brand’s identity.

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REPORT

When airlines chase luxury, they run the risk of losing themselves

The aviation industry is increasingly adopting a generic concept of luxury, which leads to a loss of distinct airline identities. Airlines are urged to celebrate their unique characteristics and cultural roots rather than conforming to a uniform standard. Genuine luxury should evoke recognition and authenticity, creating memorable passenger experiences.

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AIRSIDE

Bigger, Brighter, Better: United’s Denver Lounge Redefines Scale

The lounge ecosystem in the Americas is evolving, marked by increased passenger volumes and significant investments in innovation. United Airlines has introduced its largest lounge, the United Club B West at Denver International Airport, featuring 33,000 square feet and 600 seats. Designed with local influences, it offers varied seating, a seasonal buffet, and enhanced amenities, setting a new standard for future developments.

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AIRSIDE CABIN

LATAM Raises the Bar with Its New Signature Lounge and International Premium Economy Offering

LATAM Airlines is redefining premium travel in South America with the opening of its Signature Lima Lounge and launch of its international Premium Economy product, Premium Comfort. The lounge features South American design elements, while Premium Comfort enhances traveler experience with better seating and inflight services, although it lacks the lounge’s cultural richness. Together, these initiatives mark LATAM’s ambition to position itself as the continent’s flagship airline.

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BRANDING LIVERY

Alaska Airlines swings and misses with new Dreamliner livery

Alaska Airlines has launched its first Boeing 787 Dreamliner with a new livery intended to reflect its global ambitions. However, the design draws comparisons to competitors and lacks distinctive branding, notably omitting the iconic Eskimo man face. Instead, it combines elements that other airlines offer, resulting in a muddled identity.

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AIRSIDE

Air New Zealand reveals new nature-inspired aesthetic for Business Class lounges

Air New Zealand is reimagining its approach to premium travel with the upcoming Koru Lounge at Auckland International Airport. Set to open between 2026 and 2027, the new lounge will feature a warm, local aesthetic, increased seating, and distinct zones for various traveler needs, emphasizing the airline’s commitment to customer-focused design and New Zealand’s heritage.

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AIRSIDE BRANDING

The great lounge glow up, Jersey welcomes new No1Lounge

Jersey Airport has welcomed a new No1 Lounge, transforming a long-standing lack of premium spaces. This compact lounge combines style and functionality with varied zones, a curated buffet, and a well-stocked bar. While it enhances Jersey’s offerings, competition in the pay-per-use lounge sector poses ongoing challenges for No1.

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BRANDING REPORT

It’s all about perspective: Five Things Qatar Airways Can Learn from the Industry – and Five Things the Industry Can Learn from Qatar Airways

Qatar Airways is highly regarded for luxury and premium service, yet it faces challenges amid evolving industry standards. While excelling in amenities and personalized service, the airline could enhance its culinary offerings, uniform presentation, entertainment systems, cabin consistency, and cultural identity. Conversely, other airlines might learn from Qatar’s seamless integration, brand cohesion, and customizable dining experiences.

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AIRSIDE

United Airlines ups the ante with new dining area in Newark Polaris lounge

United Airlines has enhanced its Polaris Lounge at Newark Liberty Airport, introducing a refined dining experience with increased seating capacity to around 160. The design prioritizes intimacy and comfort, featuring a menu with upgraded à la carte options and a focus on personalization. This update reflects a strategic move to compete effectively in the market.

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HOTEL

Hot Hotel: Viceroy Riviera Maya, Mexico

Viceroy Riviera Maya is an exquisite boutique resort nestled in a jungle, offering 41 personal villas that blend luxury with nature. Its culinary offerings, featuring two acclaimed restaurants, highlight local flavors and techniques. With a focus on serene exploration and culinary innovation, the resort embodies modern luxury, making it a unique getaway.

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