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Brussels Airlines
Brussels Airlines goes the extra smile for their passengers. With their vibrant brand and customer friendly approach, JPA Design re-imagined a new look and feel for its Business, Premium Economy and Economy Class seats and cabins.
Client
Brussels Airlines
Category
Aviation
  • Launched early 2019
  • Retrofitted to A330 aircraft
  • JPA created Business, Premium Economy, and Economy class seats, cabins and lavatories, & bespoke door 2 entry bar area
Before the design work starts...

At the beginning of the project, the JPA Design team spent a great deal of time getting to know Brussels Airlines, its people and the culture of Belgium. We discovered the airline’s fun and vibrant personality, the warmth of the locals with their sociable nature, the love of their iconic comic characters and the quirkiness of the unique “Belgitude” character.

This immersion process was a delightful discovery and our focus was to bring elements of Belgian design in to the final cabin design, in a carefully considered, high quality and pragmatic design approach. We also added Belgian staff to the team from the first stages to ensure authenticity of this subtle culture.

We hope you enjoy the results as much as we enjoyed creating them... 

Eric Kergoat
Product Development, Brussels Airlines
It has been a joyful and insightful experience to work with JPA’s design team. Their expertise and creative approach helped us to translate our brand and cultural values into efficient yet personal cabin products. The design process has worked very well, with smooth sign-off, and the level of detail shown throughout the entire process from kick off to FAI was impressive.
Your Boutique hotel in the air.

The new Business Class brings a boutique hotel atmosphere with a classy Belgian design, far from a traditional Business Class. Throughout the whole cabin design, Art Nouveau patterns reflect the premium Belgian hospitality and bring a sophisticated and relaxed atmosphere on board, consistent with what the airline offers its Business Class guests on the ground in their flagship lounge ‘The Loft’ at Brussels Airport. The carpet pattern is inspired by the vault design of historical Antwerp central station while famous Belgian designers like Dries Van Noten were an inspiration for the design of the seat fabric.

Enjoy your own personal space.

Thanks to its limited size of only 30 seats and its unique staggered configuration, the new Business Class offers great privacy in every seat. Guests can choose between a single and a double seat depending on whether they are travelling alone or with a companion. Completely adaptable to every guest’s need the new Business seat can be converted to a lounge sofa or a 2m long full flat bed with adjustable softness, which, combined with the new lighting ambiance tailored to all flight phases, ensures a rejuvenating sleep for jet lag-free flying across time zones. Furthermore, a 15.6” HD screen and can be tilted to adapt to all seating positions, and includes a high-quality noise-cancelling headphones.

Guests travelling in the new Business Class can indulge in a fine culinary experience. International wines & Laurent Perrier Champagne out of our award winning on-board wine cellar accompany a four-course gastronomic meal created by a Belgian Michelin Star Chef. On top of the fine dining experience, Brussels Airlines brings for the first time ever a Belgian bar on board, located just behind the Business Class cabin and offering famous Belgian beers as well as an opportunity to network with fellow Business Class travellers.

Belgian bar culture on board!

A self-service bar offers guests an authentic Belgian bar experience. While you enjoy one of the many Belgian beers, you can stretch your legs or socialize and network with other passengers and the cabin crew. Everything is designed to provide a relaxed onboard experience and with the vast majority of guests having direct aisle acces, there's real freedom to move around the cabin without disturbing other guests. 

John Tighe
Design director Transport, JPA Design
It has been an absolute joy to collaborate with such a characterful combination of the Brussels Airlines brand & Belgium itself. Both have a genuinely unique ‘joie de vivre’, and with such great design culture to draw on it has been a fun and enjoyable project to deliver. The new cabins reflect a  'boutique hotel in the sky', which captures the warmth and friendliness of the brussels airlines brand, whilst perfectly melding JPA Design's experience in creating hospitality and aviation interiors.
Premium Economy, the most relaxing experience.

With its new long-haul travel experience, Brussels Airlines also launches a brand new travel class. A to 21 seats limited Premium Economy Class is completely separate from the other classes, creating a quiet and relaxed environment signed with soft purple and blue colours. A premium seat with increased private space, comfortable cushioning and an expanded  centre armrest allow to travel undisturbed. A 38” seat pitch (23% more legroom compared to Economy Class), a wider seat with a bigger headrest and a generous 40° seat recline allow for a relaxing sleep. Its warm and joyful design carries a red touch as a signature of the Brussels Airlines brand. The 13.3” HD screen is one of the largest HD Premium Economy screens in Europe. On top of that, a large table with AC & USB power plugs are included for the most demanding corporate traveller.

Also in Premium Economy Brussels Airlines offers its ever-personal service, giving guests a water bottle and hot towel, an upgraded culinary experience and an ice cream as a movie snack.

Alessia Giardino
Lead Colour & Materials, Brand & Trends Designer
The design language is very personal and characterful. It has been an enjoyable opportunity and interesting challenge to work on this project and translate such unique brand ethos into the cabin interior atmosphere and design details. We had great joy and fun to work with a dynamic and pleasant brussels airlines team.
The Belgian touch.

Premium-quality material such as wood and leather have always been important when it comes to Belgian design. Belgian Art Nouveau, and Belgian Masters like Victor Horta were the inspiration for the new A330 cabin interior. The dome light of the ceiling in the boarding area also features an elegant Art nouveau design. All seats feature rich 3D textured fabric, inspired by famous Belgian designers like Dries Van Noten.

As culinary excellence has always been important to the Belgians, we also worked closely with Brussels Airlines and manufacturers to ensure the design features, such as the table and console enable a premium dining experience, and an elegant service from the cabin crew into the seat space. 

Economy Class: Warm, generous and friendly

The new Economy cabin provides additional comfort for every guest. A playful design, inspired by a digital interpretation of the sunrise on the North Sea recreates the warmth of Brussels Airlines’ Belgian hospitality. The new Economy seat features an ergonomic headrest offering increased privacy and adjustable neck support. A large seat recline, personal USB port and a wide choice of entertainment and games on a 10.1’’ screen insure a pleasurable and relaxing flight, while each guest receives a fine international Skychef meal with aperitif and complimentary beers, wines and spirits.

JPA Design follow the design process from first-sketch into active service...

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