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Asiana launch six of the worlds first A380’s with design direction from tangerine
25 September 2014

This year Asiana launched six of the world’s largest passenger aircraft, the Airbus A380. The Korean airline sought tangerines’ expertise to refine customer experience and reinforce its branding, having previously specified some of the hard design features and seat models. tangerine customised the seating and monuments to make the Business and First Class cabins look truly stunning.

The challenge of this project was to seek out innovative design opportunities that would create a difference both in terms of delivery and impression on passengers. Martin Darbyshire, tangerines’ CEO said of project “It’s about strategic thinking, exhaustive enquiry and attention to detail”.

tangerine improved the First Class experience, whilst maintaining the privacy expected by Asiana’s South Korean clients. Working with B/E first class division; slatted louvres were installed in the twin doors, allowing layers of light to intersect the cabin space. The seats where lowered and through some clever GUI design, the seat controls were simplified, whilst also giving the passengers a greater range of options for seat actuation. These subtle refinements increased passenger comfort by providing a more immersive experience.

In Business Class, tangerine upgraded the Sogerma Solstys seat, redesigning the shell in cooperation with the manufacturers. The curve at the front of the shell was reduced to make it squarer whilst the seat wings were reconfigured, resulting in increased privacy and comfort. Chair features, such as the headphone jacks, USB port, cocktail table and meal tray were repositioned to make them more convenient for the passenger. A tedlar finish developed in-house by tangerine was applied to the shell to make Asiana’s predefined colour & material finish design more contemporary.

Patrice Boursiquot, Asia-Pacific General Manager of Sogerma, manufacturers of the Solstice business-class seat used in the A380, was impressed with the changes tangerine was able to make to the Solstice seating. He said of collaboration, “the line of communication with tangerine was excellent and the product is outstanding.”

One of the areas tangerine was able to innovate was through customization of the front of the upper deck, turning the area into a bar and lounge. Creating an exclusive and relaxing corner, the change makes a big improvement to the customer’s overall sense of comfort and well-being.

The finished design successfully reinforced Asiana’s brand values. tangerine president Don Tae Lee, noted that, “we maintained the sense of calm serenity that the clients’ brand represents, while giving the airline greater design direction and clarity.”

The first of these giant A380’s went into service in July 2014, carrying passengers between Seoul and Los Angeles. Asiana’s Jongsuk Lee credits the new fleet as contributing to the airline’s “beautiful future and forward-looking spirit”.