LATAM’s Luxury Lounges Prioritize Relaxation and Build on Brand Culture
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APEX Insight: Building upon last year’s merger of South American LAN and TAM airlines, LATAM Airlines Group’s ongoing rebrand extends beyond the aircraft and into four VIP lounges. The luxurious interiors of each lounge prioritize passenger relaxation while reflecting LATAM’s Latin American heritage and culture.
LATAM’s luxury lounges can be found in São Paulo, Buenos Aires and Bogotá, with the fourth and largest lounge in South America, located in Santiago, opening in March last year.
“The Santiago lounge covers an area of over 23,000 square feet and accommodates 460 people with high-end service and comfort,” says Rajmin Hessin, director of Corporate Identity LATAM Airlines Group. “It features restful and relaxing spaces, individual restrooms, showers, laundry and shoe-shining services, a sleeping room, chaise lounge for rest and relaxation, a business center, entertainment and video-game zone, unique culinary offerings and an excellent selection of wines.” The lounge is open 22 hours a day, from 3 a.m. to 1 a.m. and features iconic furniture from the studio of Andrée Putman, the late French interior and product designer. Refreshments include Häagen-Dazs ice cream along with Louis Roederer Brut Premier Champagne.
“The Santiago lounge covers an area of over 23,000 square feet and accommodates 460 people with high-end service and comfort.” – Rajmin Hessin, LATAM Airlines Group
All lounge designs are inspired by and representative of LATAM’s Latin American roots, culture and heritage. Characteristic elements from each region reflect South America’s distinctive and natural appeal. This vision is reflected in each of the spaces, textures, materials and unique elements that vary by country of origin, such as a 750 square-foot copper structure in the Santiago lounge.
Luxury interiors prioritize relaxation, showcasing natural, local materials, such as marble, onyx and leather in vibrant and organic colors. Natural lighting and unique airport views enhance the comfort and warmth of the space.
“LATAM opted to hire one of the finest interior designers in South America, Chilean Mathias Klotz, who with the vision of architect Lillian Allen and the global concept generated by Paris-based Studio Putman – one of the top design agencies in the world – were able to execute the VIP Lounges,” explains Hessin.
In addition to the four South American lounges, LATAM’s frequent passengers have access to over 600 VIP lounges globally. LATAM plans to replicate their lounge design in Latin America and other global airports.
See the inspiration behind LATAM’s color palette for its lounges and cabin interiors in the APEX Experience 6.1 January/February Issue.