Los Angeles. EVA Air, a Taiwanese five star airline that provides
premium service to its customers to over 60 international
destinations, challenged Designworks to enable the brand to compete
with other progressive airlines with the creation of its new business
class seat. EVA asked the dedicated global aviation team of
Designworks to use their first-hand experience of global cultures, to
provide solutions that complement their own identity whilst
strengthening their premium, unique and global positioning.
Whilst strategically maintaining ties to traditional elements of the
brand, the target was to step away from a ‘conventional’ seat design
built off heritage, and move towards a more unique and mature design,
creating bold and differentiated experiences for its passengers.
Approaching this challenge by focusing on the end-to-end passenger
in-cabin experience, including meal service access and user friendly
feature design, Designworks’ approach incorporates streamlining
stowage, whilst maximizing spaces for productivity and entertainment.
“At a time where consumer expectations continue to rise across their
daily brand interactions, mobility industries must constantly adapt to
rapidly changing customer needs”, said Design Director Johannes
Lampela from Designworks’ LA Studio. “For the aviation industry this
means balancing flexibility with a structured environment, providing
privacy without isolation, as well as complete connectivity within a
premium and relaxed setting. We recognized that EVA business class
experiences needed to focus on bringing fresh and memorable
interactions to its passengers, making service, design, and brand work
together. Our goal was to take a proven seat platform and make it
unique to EVA”, he continues. From privacy, service, interaction,
stowage, and amenities, the design team explored the holistic
passenger experience.
For EVA, both the cabin environment and seat need to represent the
mature, confident, contemporary and tailored approach to the EVA
customer experience. Heavily influenced by architecture and furniture
design, an intentionally muted, warm color palette is used as part of
the seat design, to complement the colorful accents provided by EVA
signature service and amenities. By creating a seamless space that
integrates features cleanly and provides ample horizontal work
surfaces, the design language focuses on professional travelers
seeking a productive yet relaxing environment.
Wool carpet, natural leather and rich custom textiles elevate the
seat to a true luxury product, whilst keeping it comfortable and
durable at the same time. The highest level of attention to detail has
been considered throughout the customer experience – even the color
choice of the flight attendants uniform during the meal service has
been carefully planned and curated – to ensure a premium, highly
customized environment unique to EVA.
The five star on-board service offered, coupled with design
characteristics created for an international business audience,
reflect Taipei’s strong standing as a global business hub. Drawing
upon the in-depth local market knowledge Designworks has access to,
the team infused elements from each of these markets to provide a
truly global, premium solution for EVA and its international customer base.
The new seat design is showcased on the Boeing 787-9 Dreamliner.
In the event of inquiries, please contact:
Nicola Green, Global Marketing and Communications Designworks, a BMW
Group Company
Tel: +1 805 559 2319
E-mail: nicola.green@bmwgroupdesignworks.com Internet: www.bmwgroupdesignworks.com
Sophie Seidenath, BMW Group Design Communications Tel:
+49-89-382-27473, Fax: +49-89-382-28567
BMW Group Innovation and Design Communications Tel: +49 89 382 940 81
E-mail: www.presse@bmw.de Internet: www.press.bmwgroup.com