A major landmark project realised from branding outwards, which transformed the entire Cathay Pacific fleet and influenced a generation of airline cabin designs.
The brief required a best-in-class new look for Cathay Pacific’s Business and Economy classes, plus the regional Dragon Air airline, and involved working alongside Cathay Pacific to launch its very first Premium Economy offering.
With a scope that covered the whole product range from aircraft cabin interiors to catering service ware design, the project pulled together a number of different disciplines, and introduced JPA Design’s mould-breaking reverse-herringbone cabin layout.
The new business class reverse-herringbone cabin layout is now considered the benchmark in airline business cabins worldwide and has defined expectations from customers and the wider airline industry ever since.
For customers, the outcome ticked every important box: a fully lie-flat bed, direct access to the aisle, more space, with more privacy, a window view for everyone seated on the outboard seats, and more opportunity to interact with a travelling companion on the central pairings.
Bespoke colours and trim, used on an extended range of service items, were created for each cabin, individualising them whilst maintaining a shared level of quality and consistency across the wider brand experience
Colour, materials and finish played a key role in the look and feel of the new premium cabins and inspiration was taken from both the warmth and traditions of Asia combined with the aim of bringing the sophisticated atmosphere of the lounge on to the plane with a pioneering ‘Lounge To Cabin’ approach.
Both the new Premium Economy cabin, as well as the Economy cabin, saw a whole new level of attention to detail and design with both classes benefitting from a multi-class approach from Business Class downwards