BMW Group DesignworksUSA and AirAsia X’s latest project aspires to redefine the meaning of air travel.
October 28th, 2010
Flying is often considered a transitional state, a means of getting from point A to B that many regard as tedious and far from enjoyable.
By travelling incognito as AirAsia X passengers, DesignworksUSA designers experienced first-hand every aspect of air travel from the ground up, literally, from booking tickets online and checking-in, to flying and arrival.
They observed, analysed and translated the data collected into a tangible toolkit of ideas comprising 150 cards with sketches and descriptive ideas, including a graphic visualisation of the AirAsia X cabin interior, all designed to serve as a reference for the AirAsia X team, which operates low cost, long haul routes under the AirAsia brand name.
The design team “focused on the full journey and experience of air travel rather than just the aesthetics”, shares Magnus Aspegren, Director of DesignworksUSA’s Singapore Studio, illustrating how design can be used as a powerful tool to drive new concepts in customer experience, visionary products and service ideas.
BMW Group DesignworksUSA is the creative partner to the BMW Group, which comprises BMW, MINI and Rolls-Royce, but their portfolio extends well beyond motor cars.
Design lies at the heart of all the R&D, consulting, branding and 3D modeling projects that they take on, opening the eyes and minds of consumers to the world of design that surrounds them.
In this case, it is to transform not just air travel, but low cost air travel from a necessary evil into an enjoyable experience that is more than just a means to the destination.
BMW Group DesignworksUSA
designworksusa.com
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
In the pursuit of an uplifting synergy between the inner world and the surrounding environment, internationally acclaimed Interior Architect and Designer Lorena Gaxiola transform the vibration of the auspicious number ‘8’ into mesmerising artistry alongside the Feltex design team, brought to you by GH Commercial.
Channelling the enchanting ambience of the Caffè Greco in Rome, Budapest’s historic Gerbeaud, and Grossi Florentino in Melbourne, Ross Didier’s new collection evokes the designer’s affinity for café experience, while delivering refined seating for contemporary hospitality interiors.
The Versace Home showroom is the newest member of the Fashion Group family.
The DIA’s Victoria branch held its annual Spring into Christmas Dinner on Thursday 3 November at Melbourne’s iconic Myer Mural Hall.
The internet never sleeps! Here's the stuff you might have missed
Artificial intelligence is one of the defining issues of our time. Here are five ideas articles addressing the anxieties and possibilities of the technology in design.
Landing in the city’s financial district for the first time, The Sebel Sydney Martin Place has had its modern interiors completed by Stack Studio.
In the pursuit of an uplifting synergy between the inner world and the surrounding environment, internationally acclaimed Interior Architect and Designer Lorena Gaxiola transform the vibration of the auspicious number ‘8’ into mesmerising artistry alongside the Feltex design team, brought to you by GH Commercial.
Welcome to the year of the Design Effect. This year’s theme aims to showcase the profound ripple effects that exceptional design can have on people, place and planet. Join in shaping this narrative by contributing your perspective before May 3, 2024, and become a part of the Design Effect movement.