airfrance reinvents

8/13/2019 airfrance reinvents

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styling notebookAir France reinvents flying pleasureContents

A history of luxury in French style / page 3

The new ground facilities / page 11

The new l'Espace Premire / page 17

The new l'Espace Affaires / page 25

Photos: Philippe Costes, Air France cabin environment

Frdric de Gasquet, Terminal 2E Paris-CDG

Luc Boegly, Air France lounges

Air France - Press Office - www.airfrance.com/corporate - Tel.: +33 (0)1 41 56 56 00


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Starting this Autumn, Europes leading airline will be inviting some of the 42 million passengers

it carries each year to fly its long-haul aircraft for a unique and thrilling taste of the future.

As the long-awaited response to the many-facetted expectations of its customers and the outcome of a

painstaking exploration of questions of space, comfort, materials and sensory perceptions, the newly-

enhanced pleasure of travelling on board Air France planes reflects a world of luxury already strongly

marked on the ground. Like a grand hotel that delivers a highly sophisticated mix of lounging refinement

and the audacious line of the French slant in the design department, the elegantly exclusive lounges

recently inaugurated at Paris-Charles de Gaulle Airports gleaming new Terminal 2E provide a foretaste of

the new lEspace Premire and lEspace Affaires environments. Aboard the aircraft, seats transform into

beds and individual space has been expanded, while inflight services have been propelled to new

heights. Air Frances latest vision of travelling pleasure is quite naturally steeped in the constantly

regenerated focus on hospitality that has forged the companys inimitable style over the past seven

decades. As a flying showcase for contemporary French luxury, this new art of travelling lifts the name of

Air France to the highest pinnacle of excellence.


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Air FranceA history of luxury in French style

Firstluxu

rydestinationswith

thatspecialFrenchslant

From

thed

ream

ofairtravelto

therealit

yofindustrialdesign

Anewwo

rldoftravelpleasure


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1950s

Air France launched

its first non-stop

long-haul services

operating the nowlegendary Lockheed

Super Constellation

1952

1957

1969


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When Air France launched its first non-stop long-haul services in the 1950s operating the now legendary Lockheed

Super Constellation, air travel was reserved for a select band of wealthy travellers with a pronounced taste for

modernity. Cresting Italys pre-war Futurist wave, which gave birth to the streamlined roadsters of legend, speed

became one of the crowning virtues of contemporary western society. People in a hurry could now hop from continent

to continent on a wing and a smile and the jet-set was born. Air travel was the new status symbol. The rudimentary

amenities aboard the first piston-engined airliners were soon replaced by more carefully designed and refined cabin

interiors, with a focus on comfortable seating, attractive fabric colours, good food and drink. Flag-carriers saw

themselves as ambassadors for their home countries and as aircraft gradually took over from the ocean-going liners,

they were to become the flying showcases for their national lifestyle.

First luxury destinations with that special French slant1952.After working for more than adecade with Le Corbusier and his cousin

Pierre Jeanneret, Charlotte Perriand

(1903-2001) designed a Unit dHabitation

in Brazzaville in what was then French

Equatorial Africa. The project, carried out

jointly with Jean Prouv and designed toimprove the day-to-day environment of

Air France personnel, has featured in several

Perriand retrospectives.

1957.Air France commissioned CharlottePerriand to design its offices in Tokyo and

London, as well as the Rue Scribe offices in

Paris, destined to establish the companys

brand identity for the general public.

2002


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Private cabin in the Lockheed Constellation

In 1969, Delaye began working on ground installations for Air France, designing the interior layout and furnishings of

Air France ticket offices worldwide. In 1970, the city of New York even presented Air France with the award for the

finest faade on Fifth Avenue! At that time, Delayes designs for the cabins of Air Frances B747s were at an advanced

stage. He created not only the fabrics and seats, but also the upper-deck bar furniture, ordering exclusive fabrics from

the textile designer, Sheila Hicks. It came as no surprise, therefore, that Delaye was asked by Air France to upgrade

Concordes dcor in 1988. Five years later, the Company chose Andre Putman, the driving force behind the

renaissance in French taste, to effect a complete makeover of its Concorde fleet. In 2000, a new cabin interior was

chosen for all Air Frances aircraft, concentrating on the colours and a new graphic approach, along with the design of

Tempo tableware by the French collective, Radi Designers. The results of this programme are still in place today

throughout the entire Air France fleet.

1988. Over two decades after the firstAir France Concorde went into service,

the company invited Pierre-Gautier Delaye to

redesign the supersonic transports cabin

environment and fittings.

1993.Andre Putman was next selectedto leave her mark on the interior design of

Air Frances Concordes. Thus modernized with

a refined, feminine touch, the SST continued to

transport passengers at Mach II for another

decade.

1999.Air France commissioned DesgrippesGobto manage all outward signs of the brand,

from cabin interiors to websites, and from the

visual identity guidelines to commercial

architecture.

2000. Air France deployed new colourschemes in all cabins and commissioned new

Tempo tableware from Radi Designers.

Boeing 747 / jumbo jetConcorde interior by

Andre Putman


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Since those heady early days, speed is within everyone s reach and often has a bad press, while air travel has bec

a routine chore for some of us. The rapid emergence of new communication aids and equally fast democratizatio

the new technologies have combined to plunge present day society into a state of stress that is anything

conducive to well-being and leisurely activity. Emerging new approaches to passenger transport are also forcing

airline majors to consider their business from an unusual angle. As early as 1998, realizing that the years ahead w

be fraught with large-scale upheaval, Air France began working on a programme to develop its travel amenities.

was the outcome of a major customer survey, an in-depth exploration of changing expectations with respe

travelling, comfort and efficiency, and of a tightly-focused study of new behaviour and consumption patterns. This l

attempt to address all the senses was also an exercise in deploying a characteristically French approach to luxu

unfussy and unostentatious, and tending to launch new standards that would emerge as tomorrow s classics. Se

external contributors were involved in this project, including the Desgrippes Gob, Absolut Reality and Design Acu

agencies. To achieve the desired result, Air France also brought its own flight crews on board.

2001.French design office Absolut Realitywas asked to pilot the discussions around a

new seat for Air France aircraft.

Subsequently, it worked more closely on the

design of seating in lEspace Affaires,

manufactured by Britax and Design Acumen.

The latter, which partners British

manufacturer Britax, designed the seats that

convert into beds in lEspace Premire.

2002.Following a 3-year assignment fromAir France, Paris agency Desgrippes Gob,

acting as prime contractor for the new

concept, commissioned interior designer Eric

Gizard to define the style of the overall cabin

environment together with the seat

upholstery and accessories in lEspace

Premire and lEspace Affaires.

Simultaneously, Art Director Alain Dorwas

defining the new lounge concept for

Air France, the first example of which was

inaugurated recently in the spectacular

Terminal 2E at Paris-Charles de Gaulle,

designed by architect Paul Andreu.

A new world of travel pleasure


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The Air France brand image now contains this new built-in esthetic, which will be experienced on the ground and inflight

in exclusive, relaxed environments, with new standards of travelling comfort in all cabin classes. The project has been

something of a velvet revolution centered on materials, form, light and unobtrusive technology that epitomizes a

specifically French slant on contemporary design and sets new standards for timeless French chic. The quest for

straightforward passenger well-being has been superseded by one for out-and-out delight. Air France s all-pervasive

attentiveness means that all passengers in l Espace Premire and lEspace Affaires will be cared for with an aim of total

personalization right from check-in. Redesigned for maximum indulgence and personal space, cabins will now

be an extension of passengerspersonal territorywhere they will be free to decide their own privacy or sociability

levels. By giving passengers back their individual status and social distinctions the cardinal virtues of the golden age

of air travel Air France is launching a new era. From music to fine food, all our senses are invited to an individual

cornucopia of luxury.


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The new ground facilities

Onthewaybeforeeven

gettingoffthegroun

d

AirFrancerecreatesthelounge


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LEspace Premire lounge

in Terminal 2E at Paris-CDG


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> Air France has more lounges worldwide than

any other airline a total of 54 distinct facilities,

rising to 179 counting those shared with the

SkyTeam Alliance.

> Inaugurated on 25 June 2003, Terminal 2E

features 160 check-in counters and will

eventually handle 10 million passengers

annually for the SkyTeam alliance, which

comprises AeroMexico, Air France, Alitalia,

CSA Czech Airlines, Delta, and Korean Air.

> The lEspace Premire and lEspace Affaires

lounges are located airside at Paris-Charles de

Gaulle Airports Terminal 2E and have a

respective capacity of 48 and 368 passengers

in a surface area of 250 sq.m. and 1,800 sq.m.

They are open from 6am to midnight.

The reality underpinning Air Frances new travel philosophy is perceptible as soon as passengers arrive at the new

Terminal 2E at Paris-Charles de Gaulle Airport. Designed by architect Paul Andreu in conjunction with Jean-Michel

Fourcade and Anne Brison, the terminal is an outstanding airport facility whose wing-shaped design represents a

formidable architectural feat. The thousands of square metres of marble paving are spanned by the 450-metre long

wooden roof, made from ayous, a wood from Cameroon traditionally used in river transport. Ayous has an amazing

ability to absorb noise and gives off a pleasant natural fragrance. In the check-in areas, the key word is softness, with

red carpets for lEspace Premire passengers and blue ones for lEspace Affaires. Passengers can check in early and

are provided with all the necessary information about their flight. In late 2003 a dedicated area will be available for

lEspace Premire and lEspace Affaires passengers. As soon as passengers arrive in the new terminal, the spirit of this

new travel concept imposes itself unobtrusively and effectively.

On the way before

even getting off the groundlEspace Affaires lounge

in Terminal 2E at Paris-CDG


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Open from the early morning, the two lounges give passengers a pre-flight foretaste of Air France s tranquil visio

lEspace Premire and lEspace Affaires passenger well-being. Oak, leather, carpeting and parquet floor

glass, metal and Corian partitions and carefully-designed lightingall add up to an elegant, relaxed environm

A number of privacy areas are equipped with electronic massage beds. With its showers, make-up areas

extensive work spaces, the architectural concept and its component parts is easy to read and understand.

passengers wishing to take a breather or re-establish contact with the outside world, there is a bar stocked

plentiful snacks, a selection of international newspapers and magazines, and wifi Internet access by Orange at any

of the day. Add in a smoking area and magnificent views and you have a space that provides a soothing pre-f

interlude to take any stress out of waiting. The lounges also offer a foretaste of the new long-haul cabin environme

lEspace Premire and lEspace Affaires.

Air France recreates the lounge

Air France has inaugurated the new lEspace Premire and lEspace Affaires lounges in Terminal 2 E. Int

architecture and decor are reminiscent of the lobby of a luxury hotel. On the strength of its exploration of travel, r

and relaxation, and underpinned by careful observation of how people move, Air France has sought to pro

travellers with a new concept in furnishings and has created a new, contemporary French stylethat marks the

real new design departure of the early 21st century. Everything was designed to measure, from thebanquettesto

Corian pedestal tables, and from the tables in the work areas to the wine bar, in a continually-improving, two-y

programme.

> All lounge furnishings were designed

by architect Eric Gizard.

> All armchairs, sofas, work area seating,refreshment tables and electronic massage

beds were manufactured exclusively for

Air France by French design house Artelano.

> Coffee tables, occasional tables

and the bar were manufactured by

the Lallier company.

> Light fixtures are by Metal Concept,

a subsidiary of the Artemide group of Italy.


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to hotel suite

lEspace Premire - from flying lounge

lEspace Premire -

Air Frances first 100% luxury brand


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The new l'Espace Premire


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The new Air France lEspace Premire

> 8 seats

> 50% more personal space

> A real bed with mattress

> The pinnacle of luxury in French style


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As Concorde approached the end of its commercial lifespan, Air France decided to give the spirit of First Class travel a

renewed lustre whose contemporary features are set to become the defining standards of inflight luxury. There are very

few airlines currently offering this level of service. After an in-depth analysis of the latest commercial strategies and the

general upgrading of air travel services, Air France has created a new frontier with its l Espace Premire product, an

exclusive environment whose high degree of excellence is forging the Companys new brand image and is set to join

the great tradition of luxury aviation currently only available to passengers chartering private jets. For Air France,

maintaining a First Class service was a deliberate choice that called for total luxury and a choice of destination, with

twenty carefully-selected routes where passengers will enjoy the full measure of lEspace Premire and Air France the

concomitant commercial benefits. Pre-flight and inflight, one-of-a-kind luxury products have a bright future

ahead of them and the new Air France product will be a premier contributing factor.

> 33 Air France aircraft, including nine new

Boeing 777-300s will be fitted out with the

new l'Espace Premire cabin style between

April 2004 and Summer 2005.

> Each of the eight lEspace Premire seats

comprises a PC power outlet, a 10.4-inch

video screen, a personal telephone, indirect

lighting and an individual fibre-optic

reading light.

lEspace Premire:Air Frances first 100% luxury brand


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A creative philosophy requires an equal dose of audacity to turn it into reality. Underpinning Air Frances all-round tr

concept lies painstaking research into what makes a luxury environment and how cabin space can be managed. T

notion of cabin class has given way to that of an all-embracing cabin environment, with a corresponding shift in

notion of comfort itself. Cosmeticological concepts have radically transformed the approach to objects, w

innovation has been used to serve the privacy of travellers, who are increasingly demanding respect for their pers

and their social status, for their vital space and their personal privacy.

The final outcome was a First Class environment with just eight seats and no more. Each seat is surroun

by an extensive privacy area, some 50% bigger than previously, identified by red carpeting. Within this a

passengers are attentively encouraged to do as they please, whether this involves sleep, fine food, entertainment, w

or simply daydreaming, in complete confidentiality. Air Frances lEspace Premire piles on the refinements

a discreetly luxurious and elegant atmospherewhose colour coding and fabrics have been chosen to replic

lEspace Premire from flying lounge

CV DESGRIPPES GOBE

Founded in 1971 by Jol Desgrippes, the

Desgrippes Gobagency is the world leading

consultancy for image strategy and brand

management, with offices in Asia, the United

States and Europe. It is currently among the

Top Five international design agencies.

Desgrippes Gobs customers includeAir France, MacDonalds, Coca-Cola, Versace,

Boucheron, Lancme, Danone, Colgate-

Palmolive, Go Sport, Accor, MMA, and

Sofinco. Alain Dorand Eric Gizard spent two

years overseeing the creation and artistic

direction of the new Air France cabin

environment.


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Air Frances lEspace Premire offers endless refinement in a discreetlyluxurious and elegant environm


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Real pleasure aboard can often

come from the simpler things in life


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Privacy and sociability

peace and quiet take over

A bed for enhanced comfort

lEspace Affaires

where everything is better


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The new l'Espace Affaires


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> Seat-bed folds out to 180.

> 27% more personal space

> Individual space guaranteed

by shell-structure> Two separate bar areas.

The new lEspace Affaires


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Rest, watch a film, eat, isolate oneself or quite simply stretch out completely for sleep.


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Harking back to the principles decreed several decades ago by French designer Pierre Paulin, who stated that a seat

must protect the sitter, the new, exclusively-designed seats are centered around a shell-like structure that is

perfect for accommodating the body in the seated positionand to guarantee its comfort. Symbolically created

so that passengers can snuggle down and settle in, the shell structure is doubly protective, since it is the seat itself

that finds a refuge in the shell, followed by the passenger. As a result, throughout the long-haul flight, occupants can

read, stretch their legs, work, take the weight off their feet, chat with neighbours, watch a film, eat, isolate themselves

or, more simply, sleep in the flat-out position at 180without their vital space encroaching on that of others and

vice-versa. Generously mapping out an expanded living space for passengers, these totally innovative new seats, fitted

two or three abreast, leave no impression of disorder in the cabin, with the result that they immediately create a sense

of unbroken tranquility throughout the flight.

Privacy and sociability:

peace and quiet take over


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Seen in isolation, each travel space provides passengers with an amount of autonomy rarely encountered in a

Business Class. This is because seats operate as a vertical personal storage space, offering the perfect solution

for newspapers and magazines, a pair of spectacles, a bottle of mineral water, a pair of shoes or a jacket, while

keeping everything immediately to hand. When passengers prepare for sleep, each seat transforms into a lie-flat

seat-bed, with large pillows taking over from the wide headrests of earlier seating. Built-in individual reading lights

mean passengers can have a late-night read without disturbing their neighbours, while a blanket matching the cabin

colour scheme provides a final touch of comfort. Encouraged by cabin staff to experience their flight like some

unhoped-for escapade, passengers in the new lEspace Affaires environment know that their privilege-rich flight will be

a significant departure from their daily routine and that in the space of their round-trip flight, they will enjoy as high a

degree of privacy and relaxed sociability as they desire.

With lEspace Affaires, Air France has shifted into the major mode for its business passengers.

A bed for enhanced comfort


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Air France - Corporate Communications Division - Press Office - 45, rue de Paris - F-95747 Roissy-CDG c

Internet: www.airfrance.com/corporate - Tel.: +33 (0)1 41 56 56 00 - Fax: +33 (0)1 41 56 8

Item - 58, rue Charlot - F-75003 Paris - Tel.: +33 (0)1 42 77 61 75 - item@item-p

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airfrance reinvents