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

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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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

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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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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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

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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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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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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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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AIRSIDE CABIN

Virgin Atlantic to upgrade 787s and rest of fleet with ‘suite’ of new features

Virgin Atlantic is retiring its original business class seats in favor of a premium-focused offering, reflecting strong demand in Upper Class and Premium cabins. The new configuration will reduce economy seats significantly while introducing improved lounge spaces and implementing Starlink for Wi-Fi. Updates also include a new app for Virgin Atlantic Holidays.

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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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CABIN

ANA launches ‘THE Room FX’ for 787 fleet

ANA is redefining business-class comfort with its new THE Room FX, a design evolution that replaces traditional seat recline with a multi-postural seating system. This innovative approach offers greater space and refined passenger experience, focusing on usability and sensory comfort. Rollout begins in 2026, emphasizing ANA’s commitment to premium airline innovation.

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AIRSIDE BRANDING

Cathay starts Hong Kong lounge renewal with reopening of The Bridge

Cathay Pacific has renovated The Bridge lounge at Hong Kong International Airport, introducing new features while retaining familiar elements. The redesign emphasizes a human-centric approach, enhancing comfort and atmosphere. The lounge includes a revamped Noodle Bar, The Nook for regional dishes, and a Food Hall with diverse menu options, all aimed at enriching passenger experiences.

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BRANDING CABIN

Exclusive! Riyadh Air excels with new cabins, confirms First Class and sets to fly high against its regional competition

Riyadh Air has unveiled its opulent new cabin interiors, featured in the flagship 787 aircraft. Combining traditional Saudi elements with modern design, the airline’s offerings include Business Elite seats with unique features, advanced technology, and an immersive audio experience. This launch sets a new global benchmark for luxury in air travel.

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CABIN

Malaysia Airlines adds lie-flat seats to upcoming 737-10 MAX aircraft

Malaysia Airlines has unveiled new interiors for its upcoming 737-10 MAX fleet, featuring 12 lie-flat Business Class seats, replacing traditional recliners. With 12 aircraft on order, the airline aims to compete with regional rivals and enhance traveler experience. Their goal is to rank among the world’s top airlines by 2030.

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AIRSIDE BRANDING

Air France opens latest refreshed lounge in CDG’s 2E, Hall K

Navigating your way around CDG can be confusing at the best of times. Different Terminal numbers, different sub-terminals denoted by letters, and even different Halls, causing a myriad of confusion when it comes to locating a lounge that suits you. Thankfully, Air France has now updated all of its lounges, with Hall K the latest…

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AIRSIDE

LOT opens its doors to its latest lounge in Chicago T5, and it’s a blessing for Star Alliance passengers

LOT Polish Airlines has launched a new business lounge at Chicago O’Hare’s Terminal 5, marking its first investment in North America. Designed for passenger comfort, this stylish space features modern decor, relaxation and work areas, a dining section with Polish cuisine, and advanced technology, including automatic dimming windows and fast Wi-Fi.

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REPORT

TheDesignAir Award Winners, 2024

TheDesignAir announced the winners of its 12th annual awards, highlighting achievements in aviation design and passenger experience for 2024. Notable winners include Oman Air for Design Innovation, Cathay as Design Airline of the Year Asia, and Etihad Airways securing the top honour globally. The competition showcased rising startups and innovative designs.

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