British Airways Design & Branding SLOW - THE LOUNGE FOR EXTREMELY BUSY PEOPLE by Grid Worldwide Brand Johannesburg, Tonic Design

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SLOW - THE LOUNGE FOR EXTREMELY BUSY PEOPLE

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Industry Airlines
Media Design & Branding
Market South Africa
Agency Grid Worldwide Brand Johannesburg
Executive Creative Director Nathan Reddy
Creative Director Greg Gamble, Philippe Van Der Merwe, Shelley-Ann Atkinson
Designer Paul Hinch, Jean Du Plessis, Marette Koorts
Agency Tonic Design
Released April 2010

Credits & Description

Category: Hospitality/Leisure
Advertiser: BRITISH AIRWAYS COMAIR
Product/Service: BUSINESS CLASS FLIGHTS
Agency: GRID WORLDWIDE BRANDING & DESIGN
Agency: TONIC DESIGN
Date of First Appearance: Apr 1 2010
Entrant Company: GRID WORLDWIDE BRANDING & DESIGN, Johannesburg, SOUTH AFRICA
Executive Creative Director: Nathan Reddy (Grid Worldwide Branding and Design)
Creative Director: Greg Gamble (Tonic Design)
Creative Director: Philippe van der Merwe (Tonic Design)
Designer: Jean du Plessis (Grid Worldwide Branding and Design)
Designer: Marette Koorts (Grid Worldwide Branding and Design)
Designer: Paul Hinch (Grid Worldwide Branding and Design)
Creative Director: Shelley Atkinson (Grid Worldwide Branding and Design)
Media placement: All Boards - Within The Airport Lounge Space - 1 April 2010

Describe the brief from the client
British Airways Comair need to provide a lounge offering for their business class passengers. Declining numbers meant that the lounges needed to attract people and be somewhere they are happy to pay for.

To set our design work in the right direction we had to create a concept which would be capable of drawing people in no matter where it was placed and what frame of mind they were in. The concept needed to interrupt the status quo of the moment, and establish interest and curiosity, while offering an experience that would add value to their journey.

Describe the challenges and key objectives
Airports are becoming increasingly sophisticated environments more on a par with world class shopping centres than terminals.

Once consumers check-in at an airport they are no longer in charge of their time. People who normally make all decisions for themselves become herded prisoners.

Airports are all about time and for the consumer they are a series of “hurry up” experiences where they are constantly told what to do – check in now, go that machine, be at this gate, board, sit, etc.

SLOW needed to challenge this mindset and change the perception of travel.

Describe how you arrived at the final design
SLOW, a name that flies in the face of everything that commercial flying is about. The lounge for extremely busy people, a payoff line that draws in the target market and ensures that the promise of the name is seen as a positive.

The SLOW concept was taken through all the touch points within the lounge. The design centres around the value, beauty and quality that is created through doing things slowly. The materials chosen for the lounge and the imagery used illustrate the beauty of nature and time working together.

Give some indication of how successful the outcome was in the market
The client was so impressed with SLOW that they doubled the space originally allocated to the project.

The lounge has attracted top flight, non-airline, partners who joined the project to be able to offer an amazing perk to their high value clients. This project has turned into a profit stream.

The ambiance, experience and attention to detail have won the wide acclaim of those who have use the lounge and have increased the loyalty of the airline’s business class passengers.

SLOW lounges are busy expanding into other airport spaces and into the city.