Global multidisciplinary design studio, JPA Design announces a new landmark “nose to tail” design overhaul for the international airline Cathay Pacific’s fleet of Boeing 777-300ER planes.
Cathay Pacific’s 30 Boeing 777-300ER aircraft will receive a transformative design upgrade by JPA Design, the long-term design partner for the airline, including new Business and Premium Economy cabins, as well as a refreshed Economy cabin, with new interior designs and brand touches.
The Aria Suite- Visualisation courtesy of JPA Design and Cathay Pacific JPA Design’s creative approach for the cabins’ design update was to keep the passenger and their needs at the centre, alongside a refined, welcoming and luxurious level of comfort. “It was all about creating the most human-centric environment,” says Elliott Koehler, Creative Director at JPA Design. The new designs featured a refined and sophisticated ambience throughout the cabins, with a new, harmonious palette of nature-inspired materials, with no visible screws, combined with smart lighting design to create a warm and welcoming environment. “We wanted to create a different feeling in each cabin, but also something holistic and connected,” says Koehler.
JPA Design’s Bespoke Lamp for Cathay Pacific- Visualisations courtesy of JPA Design and Cathay
Pacific JPA Design paid meticulous attention to every detail, no matter how small, to create the most thoughtful experience in the skies. Taking cues from the award-winning Cathay Pacific lounges, JPA Design hand-picked every material to create a sense of calm throughout the cabins, and designed every feature of the interior for an effortlessly intuitive passenger experience. They also created new colour palettes and finishes that focus on natural materials specifically for the cabin interiors, including Warm Black and Almond Gold colours, which feature throughout the cabins, alongside a jade green within the textiles. JPA Design also worked alongside a textile manufacturer to create fully bespoke Cathay Pacific
fabrics throughout the cabins.
In the Business cabins, JPA Design have created the all-new Aria Suite, which has been designed to offer superb comfort, privacy and practicality. The new suites feature a large lie-flat bed, which fully extend for a restful sleep, and new elements including a privacy door, wrap-around seat design and sliding partitions between seats– to enhance the feeling of seclusion for passengers.
Each feature has been designed to be as intuitive and useful as possible, from smart stowage to a large side table complete with a wireless charging station. The best possible aviation technology has been seamlessly integrated into the cabins, with personal 24-inch 4K personal screens serving as the control centre of the experience, allowing you to adjust your seat position, lighting level and more with just a few taps. Or when lying down, passengers can easily personalise their experience using the panel next to the armrest.
As part of Cathay Pacific’s ‘Gallery in the Skies’ initiative, JPA Design has also integrated a gallery into each Boeing 777-300ER Business cabin, showcasing a unique artwork created by an artist with deep connections to Hong Kong. The artworks will be progressively added on board as part of a rolling programme.
The enhanced Premium Economy cabins feature a new seat design that provides a greater sense of personal space. Other thoughtful touches by JPA Design add to passenger comfort on board, including a reading light next to the headrest, as well as clever storage solutions for personal devices. “You’re not getting just a bigger seat,” says Koehler. “It’s a highly customised experience, with a focus on space, privacy and convenience.”
Elliott Koehler, Creative Director at JPA Design comments: “We are delighted to have continued our longstanding partnership with Cathay Pacific for the full nose to tail redesign of the Boeing 777-300ER fleet. Collaborating with Cathay Pacific is always a wonderful experience because they truly value design, and how putting focus on thoughtful and effortlessly intuitive design can create a significantly positive impact on the passenger experience. This truly sets this new fleet apart.”