ABOUT

Central to the design philosophy behind British Airways' new first class cabin was a return to understated British elegance. The airline spent five years developing a carefully considered product - one conceived by a team of experts that has dedication to quality, craftsmanship and, above all, attention to detail at its core.

Our 'Details' pack was sent to 500 of British Airways' most valuable customers. Mimicking the level of detail found within the cabin, every element of the pack was carefully considered. Each spread contains minute copy that was blended into the photography and, once read, reveals where the inspiration behind specific design elements was taken.

By weaving this detail into the photography, and inviting customers to discover these details by removing a magnifying glass lens housed within the book cover, we take customers on a journey - not just through the new cabin, but through the meticulous design process itself.