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physical brand design
Is it possible for airlines to make flying a pleasurable experience even before take-off?
There are ways to make this happen. One example is Virgin Atlantic’s futuristic/retro style VIP lounges decorated by its in-house designer Joe Ferry. Passengers can enjoy a cocktail or a session in the spa while their luggage is taken care of and a chauffer waits at the gate to carry out their check-in procedures.
This environment also provides an ideal opportunity for the airline brand to establish contact with passengers.
With this idea in mind Crea International has defined the concept of physical brand design to designate the creation of spaces as the physical expression of a brand with the aim of attaining sensorial interchange with the audience, thus generating a memory-inducing experience.
The concept goes much further than the creation of meticulously designed interiors: the whole space should relay brand values and whenever possible attain interaction with users. This can be enhanced through the many possibilities offered by new technology such as the use of touch screens, state of the art lighting systems, heightened reality effects etc.
With this idea in mind, Crea International has developed Saudi Arabia Airlines agencies, evoking the essence of the East, the magical world of oriental fables, the desert, the sumptuous materials used to decorate the palaces and the moon representing a magical dream world as well symbolising the future and technology.
Each and every detail of these agencies has been created with the transmission of these connotations in mind, through a pleasant, comfortable environment along with state of the art technological equipment and options for self-service etc.
The maxim here is to make space an ally, a stimulant for the senses. The idea is not just to hang up a plaque with the brand logo on a wall painted in corporate colours. The brand should impregnate everything and be assimilated as part of a pleasurable moment that has customers coming back for more.
In this way Saudi Arabian Airlines hopes to transmit a unique high quality travel experience starting right from the first contact with the customer.
Sources:
http://www.creainternational.com
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