FTE: Cabin Design and Onboard Innovation Strategies
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At the beginning of the third working session, chair Mike Lemmon, Design Director for Artefact, asked how many of the members flew here to attend the conference in Vegas. Everyone did. He followed by asking how many people were impressed by something they noticed on the plane, and only a few attendees raised their hands.
Baden Smith, head of Airline Business, Altitude Aerospace Interiors explains that one of the jobs of design specialists is to help bring wonder back into that cabin so that when a passenger crosses through the entry threshold, it doesn’t feel so mundane.
FUTURE ECO-CABINS
On behalf of Airbus, Ingo Gäthje, head of Cabin Design Office, presented a video called “The Future,” – a vision of what Airbus is moving towards that includes ecological and renewable materials, and smart self-cleaning and self-repairing flexible parts. Gäthje shares,
“Sustainability is a very important issue for us.”
With aircraft flying more quietly in the future, Airbus suggests that passengers will have better views to the worlds destinations – facilitated through advanced design (think: glass bottom), and flying at lower altitudes. On the flip side of their vision, passengers can escape into secluded pod-like spaces, or explore virtual projections.
Impressed with Airbus’ vision, Smith reflects, that due to compliance and flammability issues, the materials used in the interiors industry aren’t too environmentally-friendly. Moving toward lightweight models goes a long way to reduce fuel emissions, but, Smith says, introducing eco-materials into the cabins is something “people can really put their teeth around” and “suddenly becomes a passenger experience point.” That’s noteworthy, says Smith: “There’s an opportunity for people in the industry to differentiate with that over time.”
BRANDING CABINS
As an OEM, Airbus doesn’t see the cabin as a place for their brand – rather, it’s designed to be a customizable slate for the airline’s brand. “We see our cabin more like a museum. We want to provide a clear and good structure for the airlines to put their brand into it. Our brand… is a brand stage for the airlines,” Gäthje explains. Airlines can select different parts and technologies to really shape their branding experience.
From the airline perspective, Marc Giles, Guest Standards and Engagement manager at Aer Lingus, explains that chairs in cabin are just one part of the passenger experience and should flow into other aspect of the passenger experience in places like the lounge as well. “It all has to flow together to enhance the experience.”