British Airways new Club World cabin interior
14 November 2006
Imagine an exclusive London Club with plush surroundings, relaxing seating, welcoming lighting and excellent service - now elevate it to 35,000ft and you should have an idea of the look and feel for the new Club World cabin.

British Airways enlisted the help of Winkreative, the design and advertising agency set up by Tyler Brûlé, to develop creative direction and a general philosophy for the re-launch of Club World.

Winkreative combined its extensive experience of the airline market with an understanding of the needs of the premium customer. Working in collaboration with the industrial designers, Tangerine, on the seat trim and finish, Winkreative also made recommendations on the styling of the overall environment of the cabin, Club Kitchen and service style.

Colour and high quality materials play key roles. Neutral warm greys, navy and blue run throughout the cabin, highlighted with accent pieces such as damask pillows by Osborne and Little and pale taupe quilts and pillows with sky blue detail.

Texture and pattern such as the herringbone seat fabric add depth and the overall feel is elegant and classically British.

Working with the airline's in-house design team, the award winning seat has been redesigned by international design consultants, Tangerine, who created the world's first fully flat bed in business class for British Airways in 2000. The new seat gives greater privacy, comfort, storage and more space. Changes include a new dividing screen made of an innovative material, Lumisty, which allows cabin crew standing in the aisle to see through it, enabling them to identify whether customers need anything. However, to those sat in the seat, the screen will appear opaque, providing them with privacy from the customer opposite.

The bed is now 25.25 inches wide (64cms), 5.25 inches wider than its 20 inch (51cm) predecessor. This has been achieved by simply enabling the arms to be lowered so that they become level with the side of the bed. For the first time, the seat also has a 'z' position which supports the knees and back. The bed will increase from six feet to six feet and six inches when in the 'z' setting.

Space underneath the seat next door to each customer has also been utilised to provide a drawer where they can store belongings such as a laptop, washbag or shoes.

The bulkhead (cabin/galley dividing screen at the front of each cabin) and magazine racks that flank it, have an American walnut finish and the whole cabin is lit with standard lamps and up-lighters to soften it and create a more welcoming feel.

Overhead lighting has been removed and customers will now benefit from shoulder height lighting for reading and working; a wash of light that floods the table when it is open and a light that illuminates the new drawer.

Meals will be served from white crockery laid out on linen style tablecloths and accompanied by white and blue damask napkins and stainless steel napkin rings

The Molton Brown washbag has been redesigned to complement the environment and now contains:

Moisture Lock to rehydrate the skin
Relaxing Yuan Zhi Pulse Point Balm to aids relaxation
Skinbalance Wipe to freshen up in-flight. It can also be used to remove light make-up.
Freshmint toothpaste
Toothbrush
Vitamin Lipsaver
Waffle eye shades
Socks
Earplugs

Customers can also make their way to the Club Kitchen to help themselves to hot and cold snacks between meals. The area has been refitted with glass and stainless steel cabinets, creating a more inviting environment for customers who are feeling peckish. They can select from a range of wines, beers and soft drinks and snacks such as noodles, pasta, salads and sandwiches.

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