A320 Cabin interior
South African Airways is probably one of the only truly African brands that has a global footprint, and could effectively challenge how people perceive the continent.
We felt that SAA could break the industry norms and create a new class of travel: African Premium. In order to do this, we had to re-imagine what constitutes a premium Africa experience.
We wanted to shift away from the preconceived expectations of luxury safari and the Big Five, to more closely represent emerging African confidence and design aesthetic. Designing the interior of an A320 narrow-body aircraft is challenging and restrictive. Our goal was to create a truly African experience that showcases the generosity and hospitality that our continent is known for. Instead of simply branding the aircraft with a corporate colour pallet and some logos, we remodelled the entire interior to represent the people SAA carries.
Every aspect of the passenger experience was considered, even for Economy passengers. The seats of both Classes were designed to provide extra comfort and legroom. They were covered with leather to create a more luxurious tactile environment. And, as a first, power charging stations were added to all seats, not just those in Premium Class.
The colour palette mirrors the natural beauty of Africa, with warm earth tones. The vast African Skies are brought to life through the blue mood lighting strips. Textures and patterns are revealed throughout the interior of the cabin through are embossing and etchings, to tap into the tactile nature of the continent. Through the deliberate design of every touch-point, we have been able to get customers to reassess their view of Africa as a lost continent, to one of premium experiences and warm hospitality.
Every aspect of the passenger experience was considered, even for Economy passengers. The seats of both Classes were designed to provide extra comfort and legroom. They were covered with leather to create a more luxurious tactile environment. And, as a first, power charging stations were added to all seats, not just those in Premium Class.
The colour palette mirrors the natural beauty of Africa, with warm earth tones. The vast African Skies are brought to life through the blue mood lighting strips. Textures and patterns are revealed throughout the interior of the cabin through are embossing and etchings, to tap into the tactile nature of the continent. Through the deliberate design of every touch-point, we have been able to get customers to reassess their view of Africa as a lost continent, to one of premium experiences and warm hospitality.
Premium Class
Left: The entrance to the A320 into premium class. Top right: Movable headrest revealing the unique embossed pattern.
Bottom left: Premium class seats designed for maximum comfort and space.
Economy Class
Left: Subtle patterns welcome passengers to economy class. Top right: Charging station – a first in economy class.
Bottom left: Light weight seats made with sustainable materials offering more leg room.
Left: Subtle patterns welcome passengers to economy class. Top right: Charging station – a first in economy class.
Bottom left: Light weight seats made with sustainable materials offering more leg room.
A320 Experience
Left: An African Premium experience for everyone. Top right: Premium class. Bottom right: Economy class.
A320 Technology
Left: The latest technology was considered. Top right: Noise cancelling headphones. Bottom right 1: Ipad dock for premium class. Bottom right 2: On-board destination entertainment. Bottom right 3: Premium class.
Left: The latest technology was considered. Top right: Noise cancelling headphones. Bottom right 1: Ipad dock for premium class. Bottom right 2: On-board destination entertainment. Bottom right 3: Premium class.
A320 Details
Top from left to right: 1.Creation, behind the scenes. 2.Tail device inspired stitching. 3. Arrow device detail on seats. 4. Custom fabric. 5. Embossed leather detail. 6. Custom laminate.
Top from left to right: 1.Creation, behind the scenes. 2.Tail device inspired stitching. 3. Arrow device detail on seats. 4. Custom fabric. 5. Embossed leather detail. 6. Custom laminate.
Bottom from left to right: 1. Subtle embossed logo detail on leather headrests. 2. Blue cabin lighting echoing the African skies.
3. Woven SAA pattern for economy class.
