The business class is growing. As the most lucrative piece of passenger fare, it’s no surprise that the sector is also competitive in terms of experience. Keep a loyal customer and the airline’s bottom line is protected. Airlines are also emerging from the pandemic with long-haul fleets in the tooth.
Allegris concept for the Lufthansa business unit
Pearson Lloyd’s new Allegris concept for Lufthansa’s business division is an example of this transformation. Launched this spring, the airline is part of a €2 billion fleet upgrade and is the result of an intensive design collaboration with London-based studio and aviation design specialist Pearson Lloyd.
The new cabin layout was created from the ground up, giving Luke Pearson and his team unprecedented freedom to approach this economically vital segment from a fresh angle. To test their prototypes, the design team built six 1:1 models of the aircraft’s cabin, resulting in different types of seats that can be combined as needed.
This flexibility recognizes how the business segment is changing; It’s no longer a corporate benefit with sloppy styling that equates to benefits, but it’s often a way to add a little charm and fun to the end of every family holiday. There is also a population of eternal nomads eager to find a quiet, spacious place in the sky to find some work.
These various use cases are divided into three basic components: calm, share, and focus. As Pearson explained, this allows a passenger to fly privately and independently while working, or to relax and chat with a colleague in a different seating configuration. It simply provides a choice to use a feature or not.’
Pearson Lloyd and Lufthansa have worked together for more than 15 years, and the Allegris project includes a completely new color palette, materials and textures. The airline blue signature is of course everywhere, but the surfaces are softer and more accommodating.
“The future of travel needs to be different – more proactive and considerate,” Pearson wrote recently, adding, “We need to stop taking travel for granted.” I believe the answer is “better travel”; To refocus on the experience of moving from one place to another. The journey should delight us as much as the destination.’
Pearson Lloyd, PearsonLloyd.com (Opens in a new tab)
Lufthansa Business Unit, Lufthansa.com (Opens in a new tab)