APEX in Profile: Paul Edwards
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Paul Edwards
Head of Design and Brand Management
Airbus
Paul leads the application of strategic design across all Airbus cabins. Before joining Airbus, he was a senior design manager for Philips Design and before that Virgin Atlantic, where he helped conceive the premium economy experience. Paul has worked on both Airbus and Boeing aircraft, including the A340-600, A380 and 787.
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What is the most overlooked aspect of the aircraft cabin?
You cannot underestimate the impact of lighting. The A350 XWB has the most advanced system flying, with over 16 million colors. Not only can lighting promote a brand (such as the ice blue and purple sunset colors we use for the Airspace cabin brand), it can create mood and atmosphere. And when used correctly, it can enhance the perception of space and reduce the impact of jet lag.
What’s exciting about aircraft cabins of the future?
Passengers are becoming more aware of the airline and aircraft type they are flying, increasing the need for product differentiation. What excites me is how changes in society (such as an aging population), diverging airline business models and advances in materials and technology could have an impact on aircraft cabins of the future.
“Comfort is as much about things you can see as those you can’t.”
What is most important when it comes to onboard comfort?
Space. The 18-inch-wide seat standard on Airbus aircraft is a big benefit to passengers and airlines. At the core of Airspace is comfort, which is influenced by ambience, service and design. For example, our cabins are the quietest on the market; less background noise means less stress, making it easier for the passenger to relax and sleep. And on the A350 XWB, we have dedicated software that regulates the change in cabin altitude during takeoff and landing. This means passengers experience less ear popping. Comfort is as much about things you can see as those you can’t, and also about a combination of elements rather than one specific feature.
How has in-flight connectivity affected cabin design?
From seating designed to accommodate portable electronic devices to cabin crew using connected devices to improve efficiency and service on board, this is one area that creates a more personalized and enhanced travel experience for passengers and crew, as well as potentially drives revenue for airlines.
Apple and BMW are two examples of brands that have a strong design association. How do you design for brand?
You have to start by identifying what is at the core of the brand. For Airspace, it’s about designing for passenger well-being. This is clearly demonstrated in our long-range family with the A330neo and A350 XWB. Once this is done, the work isn’t over, since the communication, tone of voice and implementation strategy are what build and ultimately create the brand in the eyes of the customer.
How has your experience in the consumer electronics industry informed your current role?
What I learned while working in the consumer electronics industry is the importance of putting the customer at the heart of what you do – something we also aim to achieve at Airbus. In addition, the speed and agility of design in the consumer electronics sector can be breathtaking.
Every job has a cool factor. What’s yours?
Being located in Hamburg, we are really close to our assembly lines – we even have our own runway. Seeing aircraft being built and delivered is really inspiring. However, for me, working with great people and interesting customers is a big part of what makes my job cool.
What does your typical workday look like?
I’m not sure I really have a typical day! One minute we are working on customer definitions, the next we are helping to define the future of travel. What is typical is that I’m fortunate to work with great teams and really inspirational people.
Did you choose the airline industry or did it choose you?
Both. I realized very quickly that everyone in the airline world is passionate about this industry. I started working for Virgin Atlantic because I have a real passion for design and it was certainly a company that understood the value of design. Later, I joined Airbus because I saw it as an opportunity to help influence the industry from the manufacturer’s side, but also because that industry passion is quite infectious!
If you weren’t doing your current job, what would you love to be doing?
While my job can be challenging at times, it’s what I really love to do. Design is all about change, it inspires and drives innovation, so, if I weren’t at Airbus, I would certainly be doing something creative where I feel that I’m making a difference.
What’s the best seat on the plane?
Many people like the aisle seat, but I prefer to sit next to the sidewall – particularly on an Airbus aircraft – and not just for the view out the window. Our sidewalls are sculpted and designed to give as much space to the passenger as possible, so I always have enough room for my head and shoulders, which I usually fall asleep against!
What’s the one item you can’t travel without?
My iPad (and headphones).
Two things that you miss most about home when you’re traveling?
Time with my family and being able to make a good cup of tea!
Craziest travel experience?
I once flew from Heathrow all the way to the Farnborough Airshow. I was working for Virgin Atlantic at the time and they were the launch customer for the A340-600. It felt as though we literally jumped over the fence!
Your top three films of all time?
Rear Window, Bullitt and Blade Runner.
You know you’re an AvGeek or frequent flyer when…
… the cabin crew know your drink order and you know exactly which seat (number and row) you prefer on a flight – irrespective of cabin class.
If you could sit next to anyone on a plane, who would it be?
I’ve always been a boxing fan. My heroes growing up were Muhammad Ali and Sugar Ray Leonard, so they would be high on my list. If not them, it would be Alvar Aalto or Raymond Loewy, design heroes who really changed the world we experience.
“APEX in Profile: Paul Edwards” was originally published in the 7.2 April/May issue of APEX Experience magazine.