Business Class
Launch Event

The task from Aer Lingus was to find and deliver an impactful way to launch the airline’s new Business Class service. I collaborated with associate designer, Trish O’Flaherty, to create a visual theme that would drive the launch of the new service.

The brand sets the parameters
We worked closely with the Aer Lingus Marketing team and the event specialists, EuroEvents, and defined a high profile event to be held in the Royal Hospital Kilmainham.

Our objective was to replicate the exclusive Business Class service in an on-the-ground experience, impressing guests with the quality of the service from the moment they arrived. The attention to detail was therefore of paramount importance.

Where design meets experience
A select number of top Aer Lingus customers were invited to the event where they experienced Business Class’s refined food concept, the new, fully lie-flat seats and heard about the bespoke service available to guests during their flight.

The sophisticated brand positioning was at the heart of every design decision made for the launch, from the size of the menus to the level of detail on the beautiful silver cut lettering on the signs.

Making a lasting impression
The flow of people from one space to another was a key consideration for the launch experience. We created three spaces for guests. Upon arrival, guests entered The Gathering space where they enjoyed a drinks reception while viewing the cabin concept work by Factorydesign.

The second space was The Auditorium, where the CEO and others presented the vision for the new service. Guests then moved into the third space – The Showroom – where they tried the new aircraft seats for themselves and enjoyed tasting new dishes soon to be served on board. The concept was presented to trade and staff in the following days.