AIX 2026: Burrana Unveils RISE Engage to Transform Cabin Advertising
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Burrana is rethinking inflight advertising with the debut of RISE Engage at Aircraft Interiors Expo (AIX) 2026. Developed with Seamless Digital and integrated into Mirus Aircraft Seating, the solution turns seatbacks into dynamic digital surfaces. Together, it highlights how airlines are starting to transform underused cabin space into a meaningful platform for passenger engagement and revenue.
Rethinking Cabin Advertising: From Static to Dynamic
For decades, inflight advertising has relied on static formats such as decals and printed materials. While simple to deploy, these formats offer limited flexibility, often remaining unchanged for months and quickly losing visibility with passengers. As a result, airlines have struggled to fully monetize cabin surfaces that represent valuable real estate.
Burrana is positioning RISE Engage as a way to address this gap. The system replaces static ads with a dynamic, updateable format built into the seatback, allowing airlines to deliver more targeted and relevant content throughout the journey.
The solution is built around e-paper display technology originally developed for high-performance environments like motorsports. Adapted for aviation, the displays are designed to be durable, low power, and reliable in demanding conditions. The system integrates directly into the seat and is powered by Burrana’s RISE in-seat power platform, allowing it to operate continuously without the complexity of traditional in-flight entertainment (IFE) systems.
This shift introduces a new way of thinking about cabin surfaces. Instead of fixed panels with generic messaging, each seatback becomes a flexible digital interface that can be updated instantly. Airlines can tailor content based on route, destination, or passenger profile, creating more relevant interactions during the flight.
The implications extend beyond advertising. The same system can support operational messaging, announcements, and passenger communication, allowing airlines to use the cabin as a real-time information channel. This adds another layer of utility to what has traditionally been a passive part of the onboard environment.
“Airlines already own the space. The question is how much value they’re getting from it,” said Burrana VP Airline Programs and Airline Services Andy Fellows. “We believe static advertising has reached its limit. By bringing proven high-performance sport-grade technology into aviation through our collaboration with Seamless Digital, we’re introducing a completely new model and product sector, and we want the industry to help shape what comes next.”
Turning Seatbacks into Scalable Revenue and Engagement Platforms
RISE Engage is designed to turn each seatback into a revenue-generating asset. Instead of fixed, long-term campaigns, it allows airlines to deliver dynamic, targeted content that can evolve throughout the flight.
This opens the door to more tailored campaigns, such as route-specific promotions or destination-based offers. For example, a flight heading to a major city could highlight local restaurants, attractions, or transportation options, creating new partnership and revenue opportunities. The system also supports sponsorships and brand partnerships, while giving airlines better visibility into performance. Because content can be updated in real time, campaigns can be tested and refined as they run.
From a design perspective, the platform is built specifically for the aviation environment. The e-paper displays are non-emissive, meaning they resemble paper rather than traditional screens, helping them integrate cleanly into the cabin without adding visual clutter. This approach enhances the overall cabin aesthetic while maintaining functionality.
Weight and power are also key advantages. RISE Engage is significantly lighter than traditional seatback screens, with more than 80 percent weight savings compared to standard video systems. This supports fuel efficiency while avoiding the cost and complexity of full in-flight entertainment installations.
The system is designed to work with existing cabin infrastructure rather than replace it. By using Burrana’s in-seat power platform, it can be installed on both new and existing aircraft with minimal disruption.