Air China’s new brand, as reflected in its new aircraft interiors and lounge is a delightful blend of cultural imagery and modern elegance, with a focus on service to ensure passenger comfort.
The unique prints and patterns of Air China’s decor feature elements of earth, sky and the Phoenix. They are inspired by iconography from the work of renown Chinese artist Mr. Han Meilin, who designed the airline’s logo 23 years ago.
“Air China’s new cabin interior decor is intended to expose passengers to Chinese cultural elements once they step into the cabin. The patterns, which depict three traditional Chinese cultural elements –beautiful clouds, pottery pieces and auspicious phoenix—blend in perfectly with the posh cabin environment. The cabin interior decor will add extra luster to travel and make passengers feel at home. It makes Chinese cultural elements very tangible and palpable – they can be read, felt, accessed and shared. It is a perfect expression of the traditional Chinese perception of a desired world in which sky, land and man are in perfect harmony. The underlying message is that ‘Air China flies between the sky and the land to meet passengers’ needs.’” – Air China
Air China credits a close collaboration between Mr. Han Meilin and Mr. James Park of JPA Design for a “design that balances Air China’s cultural heritage with a contemporary look and international appeal.”
“Mr. James Park, the founder of JPA Design, was personally involved in this project and had several meetings with Mr. Han at the design stage. Even though one is an artist from the East and the other a designer from the West, and both had to communicate through an interpreter, they formed a solid partnership right from the start. They respected each other’s professional opinions and built on each other’s area of expertise and this partnership was crucial for the success of the design.” – Air China
Beyond the structural and decorative elements, Air China treats passengers to a rich service tradition, intrinsic to its brand ethos.
“Passing down Chinese traditional virtues; treating customers in a way typical of a hospitable nation and offering friendly, thoughtful, meticulous and considerate services; being confident, kind, generous; becoming an influential organization that publicizes Chinese civilization and represents the nation.” – Air China
Air China has designed a unique travel experience, which builds anticipation of an exciting trip and extends warm memories of the journey on the return.