airline passenger
volume 5, edition 5 | september - october 2015
The Design Issue
the art of flight | build your own dreamliner | eastern amenities transparent interfaces | feats in seats | terminal minimalism
official publication of the airline passenger experience association
spine colour - No image or text past this point
GLOBAL AIRCONNECT Antenna System GEE's next gen antenna for its AIRCONNECT connectivity solution utilizes cutting edge design features including unparalleled 3-axis satellite pointing mechanism, proven mechanical micro-horn precision and unique oval shape for aerodynamics and reduced drag. The new antenna weighs only 90 lbs and will be available for installation June, 2016.
Revolutionary Design Unique 3-axis precision pointing mechanism making it the first to provide truly global coverage from a single antenna.
Future Proof Designed to form fit with existing antenna installations, retrofits in just four hours. Reverse compatible making upgrades easy. ARINC 791 compliant. Will be line-fit on 737/MAX/NG & 787.
Learn how GEE enhances your inflight experience at GEEmedia.com
Optimal Performance Mechanical micro-horn technology has superior electromagnetic characteristics that result in the highest levels of performance.
Bandwidth Instantaneous bandwidth across the full 2GHz Ku band provides both wide and spot beam capabilities to support additional services such as IPTV and Media Loading.
don’t be content with ordinary content
Come see us at APEX Booth #1819
apex@spafax.com
Ad Index
apex experience
Advertiser’s Directory
Visit us at apex.aero
volume 5, edition 5 september - october 2015
Airborne Interactive Ltd. www.airborne.aero > See page 87
DigEcor www.digecor.com > See page 41
InFlight Peripherals Ltd. www.ifpl.com > See page 70
SITA OnAir www.sitaonair.aero > See page 103
A Look At Media www.alookat.com > See page 34
Emphasis Video Entertainment Limited www.emphasis-video.net > See page 169
Inmarsat www.inmarsat.com > See page 24
Skycast Solutions www.skycastsolutions.com > See page 53
Jaguar Distribution Corp. www.jaguardc.com > See pages 128 & 156
Skyline IFE Limited www.skyline-ife.com > See page 163
Kid Systeme GmbH www.kid-systeme.com > See page 36
Sony Pictures Releasing Corporation www.sonypicturesinflight.com > See page 144
Airbus www.airbus.com > See pages 66 Astronics Armstrong Aerospace www.astronics.com > See page 122 Astronics Corporation www.astronics.com > See pages 14 & 100 AVID Airline Products www.avidproducts.com > See page 114 Axinom www.axinom.aero > See page 111 BAE Systems www.baesystems.com > See page 49 Betria Interactive, LLC www.flightpath3d.com > See page 85 Bluebox Avionics www.blueboxavionics.com > See page 9 Bose Corporation www.bose.com > See page 104 Carlisle Interconnect Technologies www.carlisleit.com > See page 62
Encore Inflight Limited www.encoreinflight.com > See page 166 Entertainment in Motion www.skyfilms.com > See page 148 Eros International Media Limited www.erosnow.com > See page 160 General Dynamics www.gd-ots.com > See page 88 Geven www.geven.com > See page 75 Global Eagle Entertainment www.globaleagleent.com > See pages 4 & 109 Gogo LLC www.gogoair.com > See page 23 GuestLogix Inc. www.guestlogix.com > See page 47 HBO www.hboinflight.com > See page 154 Honeywell www.honeywell.com > See page 10
Cine Magnetics www.cinemagnetics.com > See page 132
Images In Motion www.iim.com.sg > See page 164
Communications & Power Industries www.cpii.com > See page 171
IMG Worldwide www.img.com > See page 78
Dawson Media Direct www.dawsonmd.com > See bellyband Deutsche Welle www.dw.de > See page 139
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InflightDirect www.inflightdirect.com > See page 136 InFlight Entertainment Products www.ifeproducts.com > See infographic
Linstol www.linstol.com > See page 127 Long Prosper Enterprise co. www.longprosper.com > See page 17 LSG Sky Chefs www.lsgskychefs.com > See page 57 Lufthansa Systems www.lhsystems.com > See page 58 Lumexis Corporation www.lumexis.com > See page 19 NBC Universal Media, LLC www.nbcuni.com > See page 153 Panasonic Avionics Corporation www.panasonic.aero > See page 172 Paramount Pictures www.paramount.com > See page 2 Pascall Electronics www.pascall.co.uk > See page 82 Penny Black Media www.pennyblackmedia.com > See page 159 Phitek Systems Ltd. www.phitek.com > See page 117 Rockwell Collins www.rockwellcollins.com > See page 39
Soundchip www.soundchip.ch > See page 20 Spafax www.spafax.com > See page 6 Stellar Entertainment www.stellargroup.com > See pages 43, 149-167 STG Aerospace www.stgaerospace.aero > See page 64 Telefonix www.telefonixinc.com > See page 45 Thales www.thalesgroup.com > See page 93 Turner Inflight Services www.tunerinflightservices.com > See page 151 Twentieth Century Fox Film Corporation www.foxinflight.com > See page 13 Video Technology Services, Inc. www.videotechnologyservices.com > See pages 80 & 124 Walt Disney Studios Motion Pictures Non-Theatrical www.ebvnt.disney.com > See front cover Warner Bros. www.warnerbros.com > See page 147 Zodiac In-Flight Entertainment www.imsco-us.com > See page 77
Airline Passenger Experience Association
Bluebox Ai and Bluebox Hybrid for your early window and streamed movies Bluebox provides IFE platform solutions so simple you could call them child’s play.
pre-loaded premium Early Window Content movies and access to streamed content at a fraction of the cost of seatback.
We don’t try to reinvent the wheel (we prefer to roll with it) and our portable solutions are created exclusively for the world’s most widely used and best-loved consumer devices. iPad Air and iPad mini tablets are so perfectly intuitive and user-friendly that your passengers – from the youngest kids to the most seasoned business travellers – can pick them up in no time.
Our secure software interfaces with Hollywood approved streaming solutions to deliver a premium IFE product as content-rich as any fitted system – with all the latest movies. Bluebox users also enjoy the same superior sound, retina display screens and superb iOS games & apps that iPad delivers on the ground, around the world.
Bluebox Hybrid is an enhanced version of the award winning Bluebox Ai application for iPad. It empowers airlines to offer
Bluebox Ai and Hybrid - the most powerful, versatile and best value IFE solutions on the market today.
Visit us at APEX Expo 2015, Stand 437 Call us on +44 (0)1753 485002 or +44 (0)1383 620922 info@blueboxavionics.com blueboxavionics.com
connectivity unrestricted
Whether your plane is crossing the country or circling the globe, Honeywell makes sure you stay connected. Powered by Inmarsat Aviation’s Global Xpress network, Honeywell’s JetWave™ system provides passengers and flight crews with the kind of high-speed connectivity you would experience on the ground. With global coverage and guaranteed performance, JetWave keeps you connected — even at 30,000 feet. To learn more about the advantages of the JetWave system, visit us online at aerospace.Honeywell.com/JetWave.
For more information, visit aerospace.Honeywell.com. © 2015 Honeywell International Inc. All Rights Reserved.
Contents
apex experience
Follow us @theAPEXassoc
The Design Issue
volume 5, edition 5 september - october 2015
Design can refer to both the look and feel of something, but most importantly, design is about how something works. In this issue we delve beyond appearances and examine the motives behind the designs of airline posters, airport terminals, graphical user interfaces, amenity kits and much, much more.
photos: Airline Visual Identity: 1945–1975; Kendall green; Kenta Hasegawa; Jeremy Dwyer-Lindgren; Latam airlines group; American airlines illustrations: jorge de la Paz; Marcelo Cáceres
> Features
> In Profile
59
71
89
The Art of Flight
Feats in Seats
Eastern Amenities
We catch up with Matthias C. Hühne, author and curator of Airline Visual Identity: 1945– 1975, to discuss the book and explore airline advertising in one of its most prolific periods.
Buckle up as we highlight some of the latest trends, philosophies and innovations in aircraft seating.
With a growing disposable income, a newfound penchant for travel and a taste for luxury, Asian travelers have high hopes for airline amenity kits. Maryann Simson
Kendall Green
68 Jerome Cadier Chief Marketing Officer, LATAM Airlines Group
94 Tetsuo Fukuda
105 Terminal Minimalism
Executive VP, Member of the Board, CS and Products and Services and Corporate Planning, All Nippon Airways
With a low-cost budget and Olympic foresight, NRT’s new terminal is a winning enterprise. Jessica Sammut
96 Transparent Interfaces
112 Alice Liu
More and more passengers are bringing their devices onboard, making the need for a well-designed graphical user interface for embedded seatback screens more important than ever.
Managing Director, Customer Experience Strategy, Planning and Development, American Airlines
Sophie Woodrooffe
115 Build Your Own Dreamliner We tour Boeing’s Dreamliner Gallery to explore all of the airliner’s design possibilities. Howard Slutsken
Airline Passenger Experience Association
130 Dominic Green Executive Vice-President, IFD Americas, Inflight Dublin
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Contents
apex experience
Comfort & Ambience Entertainment & Connectivity Catering & Services
Visit us at apex.aero
volume 5, edition 5 september - october 2015
> Industry
Some airlines and seat manufacturers have elected to forego the recline option.
Jasmin Legatos
Fergus Baird
38 Cushy Comforts
A new bring-yourown-comfort trend may be taking shape onboard. Caroline Ku
40 Project
51 Wireless
Fidelity
Personal electronic devices are changing the cabin environment beyond in-flight entertainment. Tomás Romero
Jenn Wint
42 Superior Interior Finnair’s award-winning Airbus A350 XWB cabin pairs Nordic accents with a tailored design. Charmaine Chartier
44 Material Benefits Graphene is widely touted as a miracle material. We explore potential cabin applications. Paul Sillers
How do Google autocomplete suggestions influence passenger perceptions? Terri Potratz
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15 President’s Letter
18 Publisher’s Letter
16 Board News
22 Featured Contributors
35 APEX in Action
50 Tear-Out Poster: Logochromatic
26-33 137 - 141
52 Flow of the Future Gallery TOTO’s airport restroom experience showcases Japanese toilet advances for travelers.
APEX News
142 IFSA News
Jordan Yerman
54
Picture This
We’re all familiar with soaring images of airplanes, but less familiar with the work that goes into air-to-air photography. Howard Slutsken
46 Automatic Bias
> Standbys
EXPO Guide
Runway
Graphic designer Mike Bain was surprised to see how fast his runway art has taken off.
> APEX
56 The Airplane Restaurant
In Colorado Springs, diners can enjoy airplane food without ever taking off.
> Listings
145 Movie Listings 8 Advertisers’ Index
123 Roundtable: The Brands That Bond Us Airline consolidations and alliances require careful maneuvering in terms of uniting or maintaining brand identity. Marisa Garcia
133 Travelogue: Astro Boy An astrophotographer explains why he goes airborne to capture the night sky. Colin Legg
170 Throwback: The Right Type In 1969, designer Adrian Frutiger set out to create a font fit for airport signage. Katie Sehl
Jason Kessler
Airline Passenger Experience Association
illustrations: óscar chávez; Rafael Varona; Marco Romano
37 Recline Redesign
Airlines are reimagining their websites as online destinations worth visiting and exploring.
photos: huzi design; mike bain; Gallery toto; Brian Losito / Air Canada; Oregon convention center; Colin legg
48 Digital Destinations
THE MARTIAN
PREPARE
THE PEANUTS MOVIE
FOR
TAKEOFF
THE REVENANT
IN 2015 VICTOR FRANKENSTEIN
& 2016
ALVIN AND THE CHIPMUNKS: ROAD CHIP
from
20TH CENTURY FOX FOR MORE INFORMATION CONTACT JULIAN LEVIN | EXECUTIVE VICE PRESIDENT | 310.369.3423 | JULIAN.LEVIN@FOX.COM WWW.FOXINFLIGHT.COM
Follow us @theAPEXassoc
President’s Letter
apex experience
Dear Fellow APEX Members, It’s just about time for our industry’s most important tradeshow and annual gathering! This year’s EXPO, September 28–October 1 in Portland, will be one of our most exciting events yet. We’ve got a great educational program focused on pressing industry challenges, new innovations and trends. And of course, our expansive tradeshow floor and amazing networking events will put you in touch with both old and new APEX friends and colleagues. And then there’s the beautiful city of Portland to explore, too. I’m particularly looking forward to our awards event where we’ll honor, among others, three long-standing members and contributors to APEX’s success. In later pages of this magazine, you’ll read more about Rick Warren, who has contributed to this association for many years and has been a great friend to us in the industry. It is truly an honor to see Rick receive our Lifetime Achievement Award.
“It’s just about time for our industry’s most important tradeshow and annual gathering!” Steve Harvey and Mary Kirby will receive our Outstanding Contribution Awards. Both Mary and Steve have been instrumental in educating us on the trends and people in the industry: Mary with her Runway Girl Network and Steve with his conversations on The PME Interview. These are very deserving industry colleagues, and I want to personally congratulate and thank them for what they have done and continue to do for our industry and association. This year’s EXPO will be notable for another reason. After a rigorous search, the Board will select an APEX CEO to be the official face of our organization and who will be introduced to
you at EXPO. The CEO selection marks a significant milestone for the association, and I’m confident it will contribute to the growth of the association in terms of size, scope, awareness and influence. So for now, get some rest, it’s almost EXPO time! As always, your Board is open to your feedback. I encourage you to contact me or any other Board member personally and be sure to visit apex.aero to read more about what’s going on in our industry. I look forward to seeing you all in Portland – hopefully at the AGM!
> Alfy Veretto apex president Virgin America
Airline Passenger Experience Association
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Board News
apex experience
Visit us at apex.aero
Meet the Board
Virgin America
> Dominic Green secretary Inflight Dublin
> Brian Richardson vice president American Airlines
> Joan Filippini treasurer Paramount Pictures
expo registration If you haven’t registered already, don’t forget that on-site registration will be open at EXPO. We hope to see you in Portland!
annual general meeting > Patrick Brannelly immediate past president Emirates
> Kevin Bremer Boeing Commercial Airplanes
Join us at the Annual General Meeting in Portland to meet your newly elected 2015–2016 Board members.
upcoming ceo announcement
> Michael Childers Lufthansa Systems
> Luay Qunash Royal Jordanian Airlines
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> Éric Lauzon Air Canada
Expect an APEX CEO announcement at EXPO! Your Board has worked diligently to identify the ideal candidate to lead this association as an official spokesperson and high-level recruiter. With this announcement, APEX will take a giant step forward as an industry influencer.
apex awards ceremony Don’t miss the APEX Awards Ceremony at EXPO! We’ll be honoring airlines at the Passenger Choice Awards, as well as the recipients of the annual APEX Awards and the Newcomer award. Special recognition will go to Rick Warren, who will receive a Lifetime Achievement Award, as well as Steve Harvey and Mary Kirby, recipients of the Outstanding Contribution awards. Congratulations to all!
apex regional in singapore APEX is heading back to Asia with our next regional conference, November 3–4 in Singapore! We’ve got momentum in the region, and we hope you’ll join us as we continue to expand into this crucial market.
photos: Mehran torgoley
> Alfy Veretto president
The APEX Board of Directors is committed to keeping you, APEX members, informed about ongoing Board work and decisions. In addition to this dedicated space in every issue of APEX Experience magazine, the Board sends e-mails after each quarterly Board meeting, provides updates in the Daily Experience newsletter, sends direct e-mails to the membership and, at many events, hosts Ask the Board panels to receive feedback from members. APEX is an association for the members, by the members, which is why it’s important for the Board to receive year-round communications from members. Should you want to reach out to a member of the Board, a complete contact list, including e-mail addresses, is available on apex.aero.
> Ingo Wuggetzer Airbus
Airline Passenger Experience Association
Publisher’s Letter
apex experience
Visit us at apex.aero
Primary Conditions Many APEX members are likely familiar with designer Charles Eames’ astute observation: “Recognizing the need is the primary condition for design.” As inventors, manufacturers and architects of the airline passenger experience, we all understand that good design goes far beyond aesthetics.
terminal design at Tokyo’s Narita International Airport, to the small: an overhaul in strategy for the design of amenity kits on some of the world’s leading airlines. This issue is also our largest of the year as we look forward to the annual EXPO, which takes place this year in the beautiful city of Portland, a place that is no stranger to good design. There is plenty of information about the EXPO starting on page 26, and we look forward to seeing you at our booth, where you’ll have a chance to get your hands on some goodies from the Pacific Northwest. Finally, I’d like to express my thanks to Terri Potratz for her work as editor. This issue is her last, and we will miss her tireless contributions to APEX over the past year. We couldn’t have done it without her and we wish her the best.
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2015
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nger passe airline
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2015
- novemb
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> Al St. Germain publisher
illustration: manuel córdova
With so many creative people on our staff (including an erstwhile architecture student like yours truly), we’re excited to feature a focus on design in this latest issue of APEX Experience magazine. To say that design is a critical component of modern consumeroriented businesses would be like saying that wings are a critical component of aircraft manufacturing. It’s clear that design is essential to the development of so many things we purchase, experience or even eat and drink in our daily lives. Nevertheless, there is a real tendency in popular media to equate all design with the aesthetic of the latest iteration of the iPhone or the newest model from BMW. But design is not the sole province of high-end goods and services. In fact, some of the most useful design we experience comes at a very basic level, and is geared toward effective problemsolving versus the perfect curve. And we are proud to feature design from across the passenger experience spectrum in this issue, from the large: a completely new strategy for airport
See the story behind the cover at > APEX.AERO/CoverStory
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Airline Passenger Experience Association
AN EYE TO THE
FUTURE LUMEXIS.COM
COME AND SEE US AT APEX 2015 EXPO Stand 413 28 Sep-1 Oct Portland, OR
The Future of IFE
serenity S1 headphones Astonishing high definition sound performance in two exciting formats
Serenity S1C
ARINC Type C1/2 aircraft powered • Enhanced analogue audio • Hybrid active noise cancelling • Open Ear talk-through with touch control
Serenity S1H
Panasonic HD-Audio™ compatible • High definition digital audio • Hybrid active noise cancelling • Open Ear talk-through with touch control • Immersive, individual soundstage • Intelligent voice calling
Serenity S1 headphones expertly balance beautiful product aesthetics with a design capable of meeting the most gruelling demands of the cabin environment. All this, whilst providing astonishing HD-PAÂŽ-compliant sound performance and a suite of innovative features including Open-Ear touch. To find out more, please visit us at:
WWW.SerenityHeADPHOneS.AerO Serenity S1 headphones were developed by Soundchip SA, a leader in wearable sound technologies, and are manufactured under license by Long Prosper Enterprise, Co. Ltd. Soundchip and HD-PA are registered trademarks of Soundchip SA. All rights reserved. Š2015.
Contributors
apex experience
Visit us at apex.aero
Featured
See Manuel’s work on the cover.
Read Caroline’s work on page > 38
See Jeremy’s work on page > 115
Manuel Córdova is a graphic designer and illustrator who lives in Santiago. He usually travels with his wife and two kids, so he plans with a generous budget and tries to choose a destination everyone likes. While traveling, he marvels at the efficient design of airplane galleys: “I can’t understand how so many things can fit in there.”
Caroline Ku is a copy writer at APEX Experience magazine and is based in Montreal. She’s guilty of spending days researching a destination and planning a trip down to the exact change required for bus fare. In her opinion, the pre-travel experience is really well designed: “Everything I need to plan a dream getaway is at my fingertips.”
Jeremy Dwyer-Lindgren is a commercial and editorial photojournalist based in Seattle, specializing in all things aviation. He travels mostly for work, so he packs to optimize space for his photography gear. Check-in kiosks are one of his most appreciated features of the travel experience: “Little to no lines, easy to use and, most importantly, fast.”
volume 5, edition 5 september - october 2015
APEX Experience Magazine 575 Anton Blvd, Ste. 1020 Costa Mesa, CA 92626 +1 714 363 4900
Cover illustration by Manuel Córdova
> Publisher Al St. Germain al.stgermain@spafax.com
EDITORIAL
PRODUCTION
> Editor Terri Potratz terri.potratz@spafax.com
> Production Director Joelle Irvine > Acting Production Director Maureen Veilly
> Deputy Editor Katie Sehl katie.sehl@spafax.com
> Production Manager Felipe Batista Nunes
> Community Manager Jessica Sammut jessica.sammut@spafax.com
> Assistant Copy Editors Diane Carlson Deanna Dority
> Copy Writer Caroline Ku caroline.ku@spafax.com
> Fact Checkers Leah Cameron Tara Dupuis Leah Esau
> Research Assistant Ella Ponomarov > Contributors Fergus Baird, Charmaine Chartier, Marisa Garcia, Kendall Green, Jasmin Legatos, Colin Legg, Tomás Romero, Maryann Simson, Howard Slutsken, Jenn Wint, Sophie Woodrooffe, Jordan Yerman ART
Read Sophie’s work on page > 96
Sophie Woodrooffe is a freelance writer and travel geek with no fixed address. To plan for trips, she tapes a map to a wall and throws a dart. She thinks airport wayfinding is more innovative than sliced bread, and her ultimate aircraft interior would feature floor-to-ceiling windows, reclining seats, mood lighting and Bose headphones.
> Art Director Nicolas Venturelli nicolas.venturelli@spafax.com > Graphic Designer Eva Dorsch > Contributors Marcelo Cáceres, Óscar Chávez, Manuel Córdova, Jorge de la Paz, Jeremy Dwyer-Lindgren, Kendall Green, Clara Prieto, Marco Romano, Rafael Varona
> Proofreaders Diane Carlson Katie Moore Robert Ronald ADVERTISING > Sales Director Steve O’Connor steve.oconnor@spafax.com +44 207 906 2077 > Ad Production Manager Mary Shaw mary.shaw@spafax.com > Ad Production Coordinator Joanna Forbes joanna.forbes@spafax.com SPAFAX CONTENT MARKETING > President Raymond Girard > Senior Vice-President, Content Strategy Arjun Basu
content on the go
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Airline Passenger Experience Association
A fresh look at connected aviation While others are focused solely on the needs of your passengers, we’re focused on your entire business. We’re innovating new solutions to connect every aspect of airline operations – from passengers and crews, to maintenance teams and aircraft systems. That’s what you can expect when you partner with Gogo: the catalyst for advancing aviation.
Stop by our booth at APEX 2015 or visit gogoair.com/apex to find out more. ©2015 Gogo LLC, all rights reserved.
YOUR PARTNER FOR REAL IN-FLIGHT BROADBAND
With Inmarsat’s Global Xpress network, your passengers and crew can enjoy quality broadband in the skies. Partner with us to bring them a seamless, consistent internet experience that will set the standard for in-flight connectivity. Find out how together, we can make this happen with GX Aviation. inmarsat.com/gx-aviation
Powering Aviation Connectivity
Follow us @theAPEXassoc
apex experience
Welcome
This Issue
photo: oregon convention center
In Full Swing The expected 3,500 guests attending this year’s APEX EXPO, September 28–October 1 at the Oregon Convention Center in Portland, will have the opportunity to appreciate the world’s largest Foucault pendulum, which hangs directly over the entranceway to the exhibit halls. Sunlight from the north tower dances off the pendulum as it swings over a 40-foot halo of gilded rays. The installation, by artists Kristin Jones and Andrew Ginzel, cycles two million times per year and hangs above a fantasy solar system depicted on the blue terrazzo floor. Airline Passenger Experience Association
Stay up-to-date on all EXPO developments at > apex.aero
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Visit us at apex.aero
EXPO Highlights
Monday, September 28
15:00 – 18:30 > APEX Registration Oregon Convention Center
07:30 – 18:00 > APEX Registration Oregon Convention Center
17:30 – 19:00 > APEX Welcome Reception Join us for cocktails and appetizers to kick off the EXPO. Say hello to your old friends, connect with colleagues and make some new contacts.
07:45 – 08:45 > Continental Breakfast Sponsored by Airbus 08:45 – 12:20 > General Educational Sessions The Education Day kicks off with a keynote address, which will be followed by mainstage sessions focusing on key aviation topics and issues.
11:00 – 16:00 > IFSA Board of Director’s Meeting 12:20 – 13:20 > Lunch 13:30 – 16:00 > Breakout Educational Sessions Breakout Track A. Content & Entertainment Breakout Track B. Connectivity & Technology Breakout Track C. Comfort & Ambience Breakout Track D. APEX 101: Intro to PaxEx 14:10 – 14:25 > Afternoon Break Sponsored by Encore Inflight Limited
*Schedule is subject to change
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Airline Passenger Experience Association
PHOTOS: oregon CONVENTION CENTER; mehran togorley
Sunday, September 27
Follow us @theAPEXassoc #APEXEXPO
See the full schedule > APEX.AERO/EXPO
15:05 – 15:20 > Afternoon Break Sponsored by Encore Inflight Limited 16:15 – 17:15 > APEX Annual General Meeting The annual membership meeting is held each year at EXPO for the purpose of receiving annual reports from officers, directors and committees and for the transaction of other association business.
17:30 – 19:00 > IFSA Welcome Reception Wine sponsored by Michael J. Devine; Jack Daniel’s, Woodford Reserve and Finlandia Vodka sponsored by Brown-Forman 16:15 – 17:00 > IFSA Annual Meeting
17:45 – 19:15
> APEX Awards Ceremony Ceremony sponsored by Phitek, presentation sponsored by Global Eagle Entertainment and translations sponsored by OnBoard International
17:00 – 17:30 > IFSA Leadership Reception
Join us for the most prestigious awards ceremony in the passenger experience industry! The Passenger Choice Awards recognize airlines based on direct passenger feedback, covering every aspect of the flight experience. The APEX Awards are given to airlines and vendors for their technological advancements and commitment to the passenger experience. The Lifetime Achievement Award will be presented to an individual whose long-term effort, dedication and sustained commitment have supported the organization. This formal event will include cocktails and gourmet appetizers.
Airline Passenger Experience Association
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Visit us at apex.aero
PHOTOS: katie sehl; oregon CONVENTION CENTER; mehran togorley
EXPO Highlights Tuesday, September 29 07:30 – 18:00 > APEX Registration Oregon Convention Center 07:30 – 08:45 Airline Breakfast 09:00 – 18:00 > EXPO Oregon Convention Center The reason you came to Portland: the aviation industry’s foremost tradeshow with more than 250 exhibitors, featuring the latest and most comprehensive display of airline-related technologies, products and services. In attendance will be hundreds of airline executives, who are invited to attend free!
11:00 – 17:00 > IFSA Exhibit Hall Open IFSA lunch sponsored by Campione D’Italia, LLC, Sunberry Limited, Cuisine Solutions, The Hershey Company and Eli’s Cheesecake Company 22:00 – 24:00 > IFSA Hospitality Suite Hospitality Suite sponsored by McGuire & Associates
09:00 – 11:00 > IFSA Education Sessions In the first session, Suzy Badaracco will discuss food trends. After, IFSA Government Affairs and Education Committee will provide an update.
*Schedule is subject to change
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Airline Passenger Experience Association
Follow us @theAPEXassoc #APEXEXPO
See the full schedule > APEX.AERO/EXPO
Wednesday, September 30 08:00 – 18:00 > APEX Registration Oregon Convention Center 09:00 – 18:00 > EXPO Oregon Convention Center
09:00 – 10:00 > IFSA Keynote Serve to Be Great: Leadership Lessons From a Prison, a Monastery and a Boardroom – Matt Tenney Keynote sponsored by Orvec 19:30 – 22:30 > APEX Networking Event Psst… hey you! Did you hear about this year’s Portland Underground and 1920s speakeasy-themed networking event? You’re invited to join us for food, drinks, dancing and more. Help spread the word! 10:00 – 16:00 > IFSA Exhibit Hall Open & Chef’s Competition Chef’s Competition sponsored by MARFO, Great Western Beef and Clearwater Seafood; stoves sponsored by Southbend
Airline Passenger Experience Association
Thursday, October 1 08:00 – 15:00 APEX Registration Oregon Convention Center 09:00 – 17:00 > EXPO Oregon Convention Center 19:00 – 23:00 > IFSA Social Networking Event/Fun Night Punchbowl Social Portland Social Networking Event sponsored by HACO and The Coca-Cola Company
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Visit us at apex.aero
Education Day: Monday, September 28
07:45 – 08:45 > Continental Breakfast Sponsored by Airbus 08:45 – 12:20 > General Educational Sessions 08:45 – 09:10 Brand New: Prototyping the Airline of the Future The airline industry lags behind other industries in many ways, from profit margins to consumer loyalty. And yet we’ve been slow to solve many of our biggest challenges, perpetuating an ineffectual status quo. But what if we entirely reconceived what an airline can be? This address by Teague’s principal brand strategist, Devin Liddell, will detail a prototype of the airline of the future, focusing on leading-edge innovations across seating, 30
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connectivity, onboard services, baggage handling, airport experience, brand design and co-making partnerships. These innovations will be illuminated through 3-D fly-throughs and renderings, demonstrating the game-changing possibilities we can realize within the next five years. Presented by Devin Liddell – Principal Brand Strategist, Teague 12:20 – 13:20 > Lunch
B1: Designing for Upgradability: The Challenges of Developing IFEC Product Solutions in a Rapidly Evolving Market Presented by Jim Costello – Chief Technology Officer, Telefonix Inc. and Mark Schwartz – CEO, Product Development Technologies C1: Neuromarketing Innovation: Looking Deeper into a Passenger’s Mind & Heart Presented by Stathis Kefallonitis, Ph.D. – Founder and President, branding.aero and Yener Girisken – CEO and President, ThinkNeuro
13:30 – 14:10 > Breakout Educational Sessions A1: Content Management & Partnership Initiation Between Airlines & Local Content Providers Presented by Tal Kalderon – IFE Manager, El Al
*Schedule is subject to change
Airline Passenger Experience Association
Follow us @theAPEXassoc #APEXEXPO
For the most up-to-date event calendar, visit > apex.aero
14:10 – 14:25 > Afternoon Break Sponsored by Encore Inflight Limited 14:25 – 15:05 > Breakout Educational Sessions A2: The Low-Cost Carrier Approach to In-flight Entertainment Presented by Michele Caron – IFEC Advisor, WestJet B2: The Sky is the Limit! Future-Proofing In-flight Technology Presented by Leo Mondale – President, Aviation, Inmarsat C2: Flight Attendant Engagement for New Technology & Product Implementation 15:05 – 15:20 > Afternoon Break Sponsored by Encore Inflight Limited
15:20 – 16:00 > Breakout Educational Sessions A3: Connecting Passengers & Advertisers to Promote Products, Services and Experiences Presented by Robin Cole – VP Marketing and Business Development, GEE B3: Onboard Payment Technologies & Developments Presented by Craig Proud – SVP Platform, GuestLogix C3: Building Solid Business Cases with the Passenger Experience Center Presented by: National Research Council Canada 16:15 – 17:15 > APEX Annual General Meeting
photos: Mehran togorley; katie sehl
> Breakout Tracks A. Content & Entertainment Take a look at world-class entertainment options featuring the latest movies, TV shows, hottest games, handy apps and more. Explore ways to progress relationships with airlines, CSPs and content providers. What are the options for various carriers? What do passengers desire?
Airline Passenger Experience Association
B. Connectivity & Technology Evaluate technologies that play a crucial role in bettering the passenger experience, not only for passengers but also for airlines and the multiple vendors involved in creating this experience. In the rapidly changing aviation market, how can investments and technologies last for the long haul?
C. Comfort & Ambience Passengers demand comfort, whether on a short trip or a long-haul flight. How is our industry meeting passenger demands while keeping the bottom line in mind? How can passenger loyalty be cultivated? Assess the multiple ways the industry is working toward improving the in-flight experience.
D. APEX 101: Intro to PaxEx Based on popular demand, APEX offers an introductory track on key items affecting APEX members and ultimately the passengers. Check out this year’s courses!
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Visit us at apex.aero
APEX Exhibitors Aero Vista Entertainment Airborne Interactive Airbus Amphenol Air LB APEX Media Arconics Astro-Med, Inc. Astronics Corporation AVID Airline Products AV-Jet International Media Co., Ltd. Axinom BAE Systems B/E Aerospace BBC Worldwide
Bloomberg Media Boeing Commercial Airplanes Bonneville Distribution Bose BUZZ Captive Entertainment Inc. Carlisle Interconnect Technologies CBS Studios International Cinesky Pictures Clarus LLC CMI Media Management CNBC Cobham CompuLink Concept Development, Inc. Contentino Deutsche Welle digEcor Discovery Communications
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Disney Studios Non-Theatrical
Gogo (Social Media)
Linstol
DMD Phantom/Bluebox Avionics
HMG Aerospace
Long Prosper Enterprise Co., Ltd.
Donica Aviation Engineering Co., Ltd.
Honeywell
Lufthansa Systems
IFPL
Lumexis Corporation
IMG Media Ltd.
MediaCorp TV Singapore Pte Ltd.
Inflight Dublin
Mills Textiles
Inflight Entertainment Products
National Geographic Channel
Inflight Television International
NBC Universal
Encore Inflight Limited
Inflight VR Software GmbH
NHK Global Media Services, Inc.
Ensemble Media/FlightBet
InflightDirect
OnAir
Entertainment in Motion
Inmarsat
Panasonic Avionics Corporation
Eros International Media Ltd.
Intheairnet
Paramount Pictures
Euronews
Jaguar Distribution Corp.
Pascall Electronics Limited
Fairdeal Multimedia
KID-Systeme GmbH
PATS Aircraft
Freshorize
Kontron
PaxLife GmbH & Co. KG
General Dynamics
L-3 Datron Advanced Technologies
Penny Black Media
Eagle International Communication Co., Ltd. Egate Solutions Emphasis Video Entertainment Limited
Glenair Global Eagle Entertainment Gogo (Headquarters)
Latecoere Library Media Solutions
Phitek Systems Pilot Film and Television Productions Ltd.
Airline Passenger Experience Association
PHOTOS: mehran torgoley
Betria Systems
Follow us @theAPEXassoc #APEXEXPO
For up-to-date exhibitor listings, visit > APEX.AERO
Positronic
TEAC
Project Lambda
Telefonix, Inc.
Pxcom
Terry Steiner International.
QEST Quantenelektronische Systeme GmbH
Thales
RAI COM RightHand Technologies Rockwell Collins Saint-Gobain Performance Plastics Scripps Networks Shoreline Entertainment SIE Skeye Skycast Solutions Skyline IFE Ltd. Sony Pictures Releasing
ThinKom Solution, Inc.
IFSA Exhibitors
Timbercon Touch Inflight Solutions Turner Inflight Services Twentieth Century Fox Corp/ Fox In Flight ViaSat, Inc. Video Technology Services, Inc. Vision Systems Aeronautics VT Miltope Warner Bros. Pictures Wcities
AMI Group
Leahy/ IFP
AMKO Group International
Libbey, Inc.
AUI Fine Foods
McGuire & Associates
B4 Products
Michael J. Devine & Associates
Bay Valley Foods, LLC BeePee Group India Brown-Forman Bunzl Distribution Cambridge Security Seals Conway Import Co., Inc.
Spafax
Western Outdoor Interactive Pvt. Ltd.
Star Aviation, Inc.
WL Gore & Associates Gmbh
Delyse, Inc.
Zodiac Inflight Innovations
DFMi
Stellar Entertainment
D.F.S., Inc.
Eli’s Cheesecake Company Flying Food Group France Delices Fresh Brew Coffee GAEC
MV Food & Services Optimum Solutions Inc. Orvec Americas PanSaver – M&Q Packaging Corp Pax International PepsiCo Revere Packaging RMT Global Partners S&S Food Group Sealed Air Sofidel America Corp.
Global Inflight Products
Sola Airline Cutlery b.v. The Netherlands
GP Concept Labs
SugarCreek
HACO
Sunberry Limited LLC
Hoppe USA
Terinex Limited
Intervine Inc.
Wente Family Estates
ITW Envopak
WESSCO International
John Horsfall
Zibo Rainbow Airline Appliance Co., Ltd.
K&W Food Brokerage Services
Airline Passenger Experience Association
Mother Parker’s Tea & Coffee
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alook @t
WE KNOW WHERE YOU’RE GOING. “DESTINATION-SPECIFIC” PROGRAMMING
• Showcasing Dining, Shopping, & Attractions in U.S. Cities • Revenue Share for our Partners.
WE WILL BE AT APEX.......CALL US AT 859.552.7672
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Social
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Follow us @theAPEXassoc
APEX in Action At the most recent APEX TEC conference in sunny Universal City last May, APEX members enjoyed thoughtful panels on in-flight cybersecurity, accessible inflight entertainment, the latest tech news and a social function at the Hilton.
See more photos online at > APEX.AERO/Apextec
1. Yelena Makarczyk, CMI Media Management; John O’Connor, Cine Magnetics; Ann Lee, Emphasis Video Entertainment 2. Oleg Knut, Axinom Aerospace 3. Rich Salter, Lumexis and Philip Watson, Panasonic Avionics 4. Dickson Mbogo, Thales Avionics and Ian McClelland, IFE Consultant 2
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5. Paul Chapman, Fotokem and Craig Risebury, Alliance 6. Eric Grab, NeuLion 7. Matt Goldstein, Sony Pictures Entertainment and Alfredo Barrantes, Touch Inflight Solutions 8. Robert Smith, Global Eagle Entertainment; Motoi Shinohara, Japan Airlines; Oka Junji, Japan Airlines 9. Bryan Rusenko, APEX Technical Director
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photos: mehran torgoley
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Do you have social photos that are fit to print? E-mail submissions to 8
Airline Passenger Experience Association
9
> editor@apex.aero
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SKYfi club – Your mobile theatre Staying in touch and streaming content via smartphones, tablets and laptops are now top wishes for air travellers. And SKYfi is one of the most advanced and cost-effective ways to meet these demands – for satisfied passengers who keep coming back. Plus, SKYfi club lets you create personalised entertainment and information programmes streamed directly to passengers’ devices – for the ultimate in in-flight customisation.
KID-Systeme GmbH Lüneburger Schanze 30, D-21614 Buxtehude Phone +49 40 743 716 33 Fax +49 40 743 838 29 E-Mail info@kid-systeme.com
www.kid-systeme.com
Comfort
apex experience
Follow us @theAPEXassoc
Recline Redesign Passengers tend to be divided when it comes to reclining, but a few seat manufacturers and airlines have taken a stand. by Fergus Baird illustration Óscar Chávez
So-called recliner rage – conflict between passengers over seat pitch – is a major issue for airlines, and a widely publicized cause of flight diversions. Battles over reclining seats can escalate into risky situations for both passengers and crew, and they’re a huge waste of time and money. A comfortable, functional redesign for recliners would be game-changing for the air industry and the passenger experience, and industrial designers are rising to the challenge. Award-winning designer James Lee recently conceptualized a new model for economy-class aircraft seating with specially designed backrests that allow passengers to recline without co-opting the space of whomever is behind them. Lee’s seats also feature two-tiered armrests, so passengers can sit comfortably without having to knock
Are you for or against reclining? Read both sides at > Apex.aero/Reclining
elbows and jostle for space, as well as built-in footrests, for added comfort. While his designs haven’t made it onto commercial flights yet, some airlines are taking note and making changes of their own. Last year, Monarch Airlines scrapped recliners across its whole fleet after a Skyscanner survey revealed 91 percent of customers were in favor of replacing them with non-reclining seats. Besides having more efficient storage options and built-in tablet holders, Monarch’s new fixed seating has greatly improved the seat pitch in its cabins, allowing passengers to work comfortably, enjoy meals on acceptably angled tables and watch in-flight entertainment without developing neck aches. Best of all, the airline’s new seating affords passengers more living space without the need to recline. The comparatively lighter seats have had a positive impact outside the cabin, too: Their reduced weight means Monarch saves up to 562 pounds of fuel per five hours of flight. Monarch wasn’t the first airline to ditch reclined seating: Ryanair and easyJet transitioned to fixed economy-class seating several years ago to cut costs. And given the number of stories about recliner
varied inclinations A recent online poll found...
20%
never recline
16%
always recline
20% usually recline
30%
recline once in a while
14%
recline half the time
41% 64% think the passenger in front should not recline if the person behind asks them not to, the other 36% say the person in front is not obligated to listen to the person behind
find it rude when people recline
70%
would not eliminate the option to recline
Source: fivethirtyeight
rage that surfaced over the past year, as well as the gains Monarch has made by retiring recliners, it seems likely that other airlines will follow suit, and the economyclass recliner – in its current state, at least – will be finally put to bed.
Recliner Reminders
SIDEBAR illustration: flat icon
Keep these in mind to avoid passenger-perpetuated turbulence.
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2
3
4
5
Use just what you need
Straighten up at mealtime
Look before you lean
Go full recline on red-eye
Tips apply to kids, too
Airline Passenger Experience Association
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Comfort
apex experience
Cushy Comforts
Visit us at apex.aero
For more creative cabin product designs, visit >APEX.AERO/ accessories
truffle snooze pillow, yiqian peng
The inflatable travel pillow may be practical, but this staple of airline comfort kits is due for an imaginative redesign.
This rainbow-dipped gumdrop pillow is lined with freshscent memory foam and has a hollow center, providing a marshmallowy bounce-back. Its supple structure melts perfectly into those nooks and crannies between your shoulder and the window, or your neck and the headrest – just about anywhere but inside your mouth.
by Caroline Ku
amethyst, jeannie wu Inspired by the three-dimensional knits of Sandra Backlund, Jeannie Wu went to work on a woven neck and lumbar support that looks more fashion accessory than ergonomic support. The knitted structure is worn like a backpack: The stitches stretch to fit compress packs that nestle at the neck and lower back, making pain relief wearable throughout any journey.
infinity pillow, huzi
col de voyage, louis vuitton objets nomades
Impress surrounding children on the airplane with your ability to twist and turn the Möbius-strip travel pillow into a tray cushion, neck cozy, backrest, noise-canceling muffler, eye mask, shoulder wrap or foot warmer. Just don’t hand it off to a crying child, as the luxe, handmade product is sewn from bamboo fabric and filled with Thinsulate 3M.
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photos: Guisset; yiqian peng; Jeannie wu; Huzi
Since 2012, Louis Vuitton has collaborated with designers to create Objets Nomades, its capsule collection of portable luxury travel furniture and accessories. Shown here is Constance Guisset’s whimsical reinvention of the inflatable neck pillow. You should have peace of mind knowing that these pretty foam-filled, face-framing, gradient petals will cradle your head as you fall into a deeply expensive sleep. Airline Passenger Experience Association
Rethink passenger engagement.
It’s time for a whole new way of thinking about passenger engagement. At
Wireless and fixed IFEC systems
Rockwell Collins, we’re investing in a powerful portfolio of solutions to help
High-speed connectivity
you engage, entertain and empower passengers. Not just in the cabin, but all the way from home to hotel and back again. Because when you connect them
Scalable suite of applications
to their world, they connect with you.
Global enterprise solutions
Visit us during APEX, exhibit 1000.
rockwellcollins.com/cabinsolutions © 2015 Rockwell Collins. All rights reserved.
Ambience
apex experience
Project Runway
Visit us at apex.aero
See more aviationthemed artwork at > Apex.aero/ windowseat
Graphic designer Mike Bain creates abstract representations of runways that are handmade works of art by using silkscreenprinting methods on paper.
Mike Bain has always been obsessed with commercial aviation. “I have a fascination with infrastructure,” says the graphic designer. “Things that people are around all the time, interacting with but never really noticing. Airport runways are those things. We’re around them often, but we’re preoccupied and not really paying attention. We never really appreciate them.” Hanging around the airport, Bain noticed what many don’t: He saw beauty in the intersecting lines of the runways and the way aircraft took off and landed so gracefully. Two years ago, he put his observations on paper, experimenting with graphics and turning runways into art. His designs showcase five US airport runway patterns. Each print is made by hand and signed, and is one of 30 limited editions. “I like the idea of silkscreen because it’s a non-digital medium,” explains Bain. “I work largely in computers, so it was nice to apply that handmade aspect to each piece.” Bain chose Boston Logan International Airport, San Francisco International Airport, John F. Kennedy International Airport in New York, Ronald Reagan
“People identify with certain airports as being their airport.” Mike Bain
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Washington National Airport and Newark Liberty International Airport. The designs were made using Jeppesen flight charts as templates. Bain created rules around distinct colors and sizes to constrain the art and develop the work as a series. He selected airports based on intersections and design; size wasn’t a factor. “Not all airports have cool runway patterns,” says Bain. “I picked the ones that were most interesting and had the most intersections. Reagan isn’t a big airport, but it has an interesting shape when you look at it overhead. You’d think LAX
[would be design-worthy], but it’s just four parallel runways – it’s hard to make it look nice.” Bain is pleasantly surprised by the response to his artwork. “I’ve been asked a few times now to do Heathrow,” he says with a laugh. “Everyone wants their own airport. People identify with certain airports as being their airport, ones they fly into and out of all the time.” While he’s open to working on some international pieces, he’s not stopping there: Luggage tags will be the next medium for his designs.
Airline Passenger Experience Association
photos: mike bain
by Jenn Wint
digEcor is redefining the expression “IFE” by giving airlines the resources it needs to deliver an ‘IFE – Integrated Flight Experience’ to its customers.
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Deliver more for less and do it smarter and faster. Our products and services are designed to meet this promise, bringing benefits to your business, your customers and your staff. We are only at the beginning of our integrated solutions journey. Our entertainment solutions, power, LED lighting and connectivity for customers and crew heralds a new era for digEcor.
SALES@DIGECOR.COM
Superior Interior In the high-flying industry of aircraft interior design, there is no shortage of innovation to enhance the experiential aspects of passenger comfort. We explore why Finnair’s signature cabin concept recently garnered international acclaim. by Charmaine Chartier
Mitchell Kapor, founder of the Lotus Development Corporation, once said, “What is design? It’s where you stand with a foot in two worlds – the world of technology and the world of people and human purposes, and you try to bring the two together.” Finnair’s new Airbus A350 XWB cabin interior does just that, a design feat which precipitated its recent recognition for design distinction 42
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and passenger comfort in the Economy and Business Class category of the 2015 International Yacht & Aviation Awards. This clever design is the creation of dSign Vertti Kivi & Co, headquartered in Helsinki. Founded in 1994 by interior architect Vertti Kivi, the award-winning design company also crafted Finnair’s new Premium Lounge at Helsinki Airport. In addition to the fresh Nordic design features, the firm’s Space Alive concept focuses on the spatial experience. Onboard programming enables a fusion of provocative visual elements, such as vibrant, ambient lighting, and virtual decor options that encompass an array of skyscapes from Mother Nature, including the northern lights, a sunrise or sunset, and cloud configurations. With only 297 seats, the roomy aircraft layout features large panoramic view windows and comfortable seating arrangements in both classes. Complemented by slim lines and understated elements like tailored topstitching, the cabin design reaffirms the philosophy that less is more. Most importantly, the light-friendly, neutral color palette dramatically diffuses the color spectrum, while the Finnair-brand navy blue carpet anchors the overall cabin theme.
Visit us at apex.aero
“Many of Finnair’s long-haul passengers coming from Asia, Europe or North America may not be so familiar with Finland,” says Juha Järvinen, Finnair’s chief commercial officer, “but their time spent traveling with us is a great opportunity to showcase the best of our design culture and show how good design can make life better.” And ultimately, it’s all about elevating the airline passenger experience.
TOP Finnair’s A350 XWB Business Class cabin shines in warm golden hues. ABOVE The Zodiac Cirrus III wide and long full-flat-bed seats were modified for Finnair passengers.
Airline Passenger Experience Association
photos: finnair
Ambience
VISIT US AT
BOOTH
2111 Come say hi to the worlds most experienced and innovative content service provider. Meet the team...
Denise Renny
General Manager Client Service
Adlee Williams
Director Content Acquisition
Steve Gunther Director Production
Not just Inflight Entertainment. With over 40 years’ experience in IFE, we also specialise in; • Creative services
Julius Toh
Business Development Manager
Rob Lynch Chairman
Joel Joslin
Brad Power
Technical Development Manager
Creative Director
With offices across the globe our first class facilities are a true expression of our creativity, expertise and innovation. Visit us at BOOTH 2111
• Audio production • Video production • PRAM announcements and Safety Videos • Bespoke radio shows
www.stellargroup.com
Los Angeles Kuala Lumpur
Singapore
Sydney
Ambience
apex experience
Visit us at apex.aero
Only substance on Earth that is completely impermeable to gas
Conducts electricity 250 times faster than silicon A layer of graphene on copper foil costs $60 per square inch
200 times stronger than steel
Material Benefits
Here are seven benefits that the application of graphene could potentially bring to the cabin environment:
It’s the stuff produced when you write with a graphite pencil: graphene. At just one atom thick, it’s 200 times stronger than steel and may be the groundbreaking material of the future.
1
by Paul Sillers
2
Billionaire engineering genius Tony Stark, aka Iron Man, may make his own crazy gadgets at Stark Industries’ labs, but what if the enigmatic – albeit fictional – Mr. Stark turned his hand to designing a new material for aircraft interiors? What kind of super substance might he come up with, and how could it improve the passenger experience? If you were designing superhero material, you’d want it to be 200 times stronger than steel, a million times thinner than a human hair, more electrically conductive than any other substance on the planet and, of course, it would be really cool if it were transparent, impermeable and flexible. Sounds like the work of fiction, but it’s not. A material with all these
attributes actually exists. Identified in the laboratories of the University of Manchester in 2003, it’s known as graphene. Graphene, an omni-functional carbon-based material with a honeycomb-shaped structure, has migrated from the labs to the real world faster than a speeding bullet. The tennis rackets of Novak Djokovic, Maria Sharapova and Andy Murray all incorporate graphene. In March, the UK government’s Intellectual Property Office published its analysis of graphene patent applications, projecting exponential growth of the graphene market’s value from $20 million in 2014 to over $390 million in 2024.
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Samsung held the highest number of graphene patents as of 2014
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7 Graphene-laced paint is corrosionresistant
The thinnest but strongest material ever created
weight savings: Graphene’s strength-to-weight ratio advantage could mean lighter seats, stowage bins and galleys. thermal conductivity: Meal trays with graphene could be used to heat food via the material’s conductive properties – galley ovens could become obsolete. water filtration: Although graphene is hydrophobic, graphene oxide could be laminated to allow water to be filtered – perfect for purifying water in onboard showers and washbasins. power charge: As we fly with more personal electronic devices, our appetite for electricity is insatiable. Graphene-based superconductors could provide high-speed charging at every seat. cabin touchscreens: Move over, glass screens. Graphene’s conductivity could be used to make plastic screens lighter, curved, thinner and virtually unbreakable. broader frequencies: Made with a graphene diaphragm, headphones and speakers would have a broader frequency response than current technologies. Expect your Fi to be Hi. sunlight conversion: Photovoltaic cells made from graphene in the aircraft wings could convert sunlight into a powerful energy source for powering in-flight entertainment, lighting and other power-hungry needs in the cabin.
Airline Passenger Experience Association
Entertainment
apex experience
Visit us at apex.aero
Automatic Bias
Learn about more airline industry online biases at > APEX.aero/biases
When Google introduced autocomplete, it was touted as a time-saver for slow typists or those with a propensity toward spelling errors. While the sophisticated algorithm continues to evolve, travel companies and airlines are investigating how to leverage the functionality to elevate their brands. by Terri Potratz illustration Rafael Varona
Autocomplete works by collecting data about you: your search history, sites you visit and location. It combines this information with common web searches and predictive algorithms that match you with other users who have a similar profile. Once a user’s demographics and behavioral trends are analyzed, that person’s actions can be used to reliably
Wi-Fi is | Wi-Fi is life Wi-Fi is down Wi-Fi is bae The illustrations reflect autocomplete suggestions for the given search phrases from Google on July 20, 2015. “Bae” is a popular slang term which means “before anyone else” or “baby.”
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Airplanes are | Airplanes are magic Airplanes are safe Airplanes are like shooting stars
predict your own. These algorithms are being constantly updated with every keystroke from every search query. Beyond being convenient, autocomplete has directly affected how companies and brands are portrayed within a search engine, as well as how users come to think about the world around them – even before the actual search results are displayed. Google delivers suggestions that it believes will be best suited to “you,” creating a feedback loop that validates ideas that you already hold. The predictive text is trained to serve up keywords that support your current point of view, which eliminates an opportunity to expand your thinking. Search-engine autocomplete can tell marketers a lot about certain industries or brands, as it functions as an honest gauge of information on the Internet, including public sentiment. Enter an airline’s name into Google search and you’re likely to see autofill responses that include keywords like “good,” “bad,” “safe,” “check-in,” “on-time” or “alliance,” depending on popular opinion at that time. The keywords can have a negative effect on a brand, swaying a user’s
perception simply by suggesting negative keywords alongside the search term entered. Search for an airline with the phrase “is it safe” as a suggested search term, and you might think twice about booking that flight. The television industry has especially seen a surge in this type of influence. A user who may be looking to purchase a streaming service online enters the show’s name and sees the word “free” pop up in suggested search terms. Now a customer who had intended to pay is potentially swayed to select the free option, even if the searcher had not originally thought of using that search terminology.
Can you fly | Can you fly when pregnant Can you fly with a concussion Can you fly in Draenor
There are subtle ways to influence the system, though. In 2014, TripAdvisor devised a clever marketing strategy to promote desired keywords within autocomplete’s algorithms. By prompting users to search for “TripAdvisor” plus the name of their desired city within their ad campaigns, the online company strengthened the likelihood that Google would automatically suggest major international destinations whenever a user begins to type “TripAdvisor” into a search engine.
Airline Passenger Experience Association
Connectivity
apex experience
Visit us at apex.aero
Use a simple search function that is flexible based on specific needs.
Offer icon-based navigation to say more in less space.
Create a user experience that encourages exploration and discovery.
Airline websites are often derided as being clunky behemoths with pages and pages of hard-to-find information. But in recent years, new features and bold redesigns point to a more user-centric future. by Jasmin Legatos
In 2013, digital design agency Fi put together a prototype of the ideal airline website. At the time, it looked like nothing on the market and positioned its “Innovation Airline” as both a transporter and travel authority. The mock website was highly visual, with an emphasis on images, icons and maps instead of drop-down menus and text. It encouraged exploration, inviting users with a case of wanderlust to search for types of trips, like beach vacations or city hops, based around their departure point, along with relevant promotions. Best of all, the entire booking process was encapsulated in one window and scaled across devices to provide a seamless experience. Since then, Fi’s model has slowly permeated into real life as airlines rethink their digital presence to reflect simpler and more-intuitive experiences
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that will inspire browsers to convert into paying customers. When Virgin America launched its new responsive website in 2014, many pundits saw it as a radical departure from the status quo. As with the Fi website, the entire workflow occurs in a single page; users don’t have to navigate back and forth to make a change: they just scroll instead. It’s a very mobile-first approach that gives smartphone and tablet visitors the same experience as on a desktop. Shortly after going live, research platform User Testing asked a small group what they thought of Virgin’s effort compared with competitors’ sites, and respondents found the booking process “pleasurable and straightforward.” Where Virgin America’s site is clean with no images, Hawaiian Airlines’ recent redesign takes a different line. Navigate
> APEX.AERO/ Microsites
there and you’ll find breathtaking pictures of Hawaii’s scenery and guides to its different islands, useful for the vacation-seeker who can’t decide between Honolulu and, say, Pearl City. Southwest borrows another idea from the Fi prototype. Most airlines operate under the assumption that visitors know where they want to go. But sometimes, especially when it comes to leisure travel, that decision isn’t always set in stone. With Southwest’s getaway finder, users can opt to search by category, such as golf, family or beach. Destinations and prices are plotted on a map and can be booked directly. In contrast, United Airlines’ latest redesign caters to users who know exactly what they’re looking for. Not only will it let you book by searching nearby airports, an increasingly common feature on many airline websites, it also helps you find your perfect trip by letting you select how long of a layover you’re willing to endure, which airports you prefer to transit through and what amenities you need on your flight. Discriminating travelers can therefore choose a flight that meets all their requirements, translating into a positive brand experience.
Airline Passenger Experience Association
photos: virgin america; southwest; hawaiian airlines
Digital Destinations
How are airlines using microsites to promote products? Find out at
lufthansa
south african airways
easyjet
egyptair
air france
royal air maroc
klm
tunisair air algérie
alitalia
arik air
ryanair turkish airlines
air mauritius
air berlin
ethiopian airlines
british airways
kenya airways
swiss int’l air lines
libyan airlines
delta air lines
china southern airlines emirates
american airlines
air china
southwest airlines
qatar airways
united airlines
japan airlines
air canada jetblue
china eastern airlines
alaska airlines
all nippon airways
westjet
etihad airways
aeroméxico
cathay pacific
frontier airline
singapore airlines qantas
lan airlines
air new zealand
tam airlines
fiji airways
copa airlines
aircalin
vivacolombia aerolíneas argentinas
air tahiti nui
gol airline
virgin australia
conviasa
regional express airlines
avianca
air tahiti
azul brazilian airlines
hawaiian airlines
tame
air niugini
Logochromatic Can you guess which colors dominate logo branding in the airline industry? Region by region, we graph out the hues that rule the skies.
Sponsored by
AFRICA
ASIA
AUSTRALIA/ OCEANIA
EUROPE
NORTH AMERICA
SOUTH AMERICA
Logochromatic Aircraft paint a rainbow of colors across the skies, but there are definitely a few hues that the airline industry seems to prefer. We look at airline logos from around the world, highlight the dominant color per region and determine the hierarchy of colors that fly. by Katie Sehl and NicolĂĄs Venturelli illustration Marcelo CĂĄceres
white 0.6% gray 2.8% black 3.4% brown 1.1%
red 28.2% orange 5.7% yellow/gold 7.3% green 4% teal 2.3% light blue 5.6%
blue 31.6% purple 5.7% pink 1.7%
true blue
True to the hues of the skies, blue dominates the palettes of airline logos around the world. Regionally, it’s the primary color in Europe, North America, South America and ties with red, the second most popular color, in Australia/Oceania. After selecting the largest airlines per passengers carried by region, we determined primary and secondary colors in each logo, giving primary colors a weight of two, and secondary a weight of one. All logos were sourced from airline websites in July 2015.
WELCOME TO THE INTELLICABIN FAMILY. ®
Our wireless IFE system gives Vistara passengers the entertainment choices they want – from the latest movie releases, to the most popular games, to the newest TV shows and music – everyone on board will enjoy a truly transformative in-flight experience. Learn more at: www.baesystems.com/intellicabin
Follow us @theAPEXassoc
apex experience
Wireless Fidelity
For more news on connectivity, visit > apex.aero/ connectivity
3.2
Power and technology developments, such as Wi-Fi connectivity and the prevalence of personal electronic devices, are changing how we utilize and design the cabin environment.
Globally, the average number of devices and connections per capita will grow to 3.2 in 2019 from two in 2014.
By 2019…
by Tomás Romero illustration Marco Romano
In 1996, the Bayside Boys’ remix of Los del Río’s “The Macarena” was the number one song on the US Billboard charts for 14 solid weeks, the lightest-weight Apple PowerBook on the market weighed close to six-anda-half pounds and Delta Air Lines became the first carrier to provide an in-seat power source for passenger laptops via EmPower’s In-Seat Power Supply system. And while “The Macarena” doesn’t seem to be going anywhere, personal electronic devices (PEDs) and in-flight power options have changed dramatically in the ensuing 19 years. The rollout of in-flight Wi-Fi has altered the cabin space even further. A number of innovative solutions – like wireless charging, self-charging tablet trays and B/E Aerospace’s game-changing solar-charging window shades – seem poised to take the digital-age cabin space by storm, but LIFT Strategic Design Tokyo CEO, Daniel Baron, cautions that sometimes even seemingly minor changes come with a hefty ripple-effect price tag. “Wi-Fi is truly a game changer,” says Baron. “What we have with Wi-Fi and PEDs is a
Airline Passenger Experience Association
Connectivity
traffic from wireless and mobile devices is expected to exceed traffic from wired devices.
43% of total device connections will be machine-to-machine in 2019.
Sources: CISCO’s “Visual Networking Index (2014-2019)” and “The Zettabyte Era” (2015)
rapidly evolving revolution that has ... greatly influenced cabin engineering (servers), seat environments (PED viewing and stowage), galleys (for-hire tablet stowage), and crew tasks (distribution of tablets and money collection). [But] there is also the issue of how to effectively communicate these new products to customers.” “We see cards in seat pockets and placards and even new power supply unit indicators – ‘No PEDs’ instead of ‘No Smoking’ – but even [these] items are not cheap, particularly when multiplied by thousands,” notes Baron. “As technologies and regulations evolve, airlines must find the most economical way to update the communication in a way that works for product, marketing and engineering.” Another less obvious issue that Baron points out involves airlines with fully flat business-class seats that elect to forgo embedded in-flight entertainment (IFE) altogether in favor of connectivity and, possibly, streaming. “Intuitively, one would say: ‘Wow, look at all that complexity we’re removing!’ [with] no need for IFE controllers in the seat. But what about the reading light and attendant
call buttons, which are typically found in the controller? They may exist in the panels above, but the distances to reach them could be unrealistic, particularly with seat belts on, for short customers, etc. [And] the many hundreds of miles of wiring [needed] just to install those two buttons might actually be quite costly,” says Baron. At the end of the day, Baron predicts that the biggest changes coming to the connected cabin will have everything to do with communication and how to effectively convey Wi-Fi availability to passengers. “On long-haul flights, for example, passengers are already clamoring to know exactly where and for how long the connectivity will be available, before they are over a territory where it is not,” Baron explains. “Until coverage is truly ubiquitous, the still-evolving state of things will impact communication design for surfaces around the cabin.” “In terms of Wi-Fi and design,” adds Baron, “the next ‘wow’ application should be ambient communication, entertainment and, gasp, advertising in public spaces such as entrance areas and lavatories, and on non-installed equipment such as trolleys.” volume 5, edition 5
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Flow of the Future
Airport bathrooms have been making headlines. Read more at > apex.aero/bathrooms
Passengers at Narita International Airport are given the opportunity to test-drive the toilets of tomorrow at Gallery TOTO’s future-forward installation. by Jordan Yerman
Nihonteki: It means “typically Japanese.” For example, electronic self-cleaning toilets that look like they came from outer space, complete with mysterious buttons. TOTO, the juggernaut of the global plumbing furnishings industry, is introducing newly arrived visitors to Japan’s precocious privies with Gallery TOTO at Narita International Airport (NRT). Gallery TOTO blurs the line between functional art and beautiful science. Designed by Klein Dytham Architecture to reflect TOTO’s “quiet presence” design philosophy, this game of thrones boasts digital displays and fully functional restrooms in the passageway between NRT Terminal 2 and the T2 Satellite Building. There are 10 design-forward cubicles to explore: four toilets for ladies, four for gents, a nursing room and a multipurpose toilet. Aside from the (bodily) functional installations, Gallery TOTO’s video displays welcome visitors with images of 52
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choreographed dancers, shown as if they’re partying behind translucent glass. During its first month, Gallery TOTO captured travelers’ imaginations, if social-media response is any indication: “OMG” and “笑 ” (LOL) seemed to crop up a lot. Descriptions like “bum-wash toilet” are a bit reductive, though, considering the streamlined aesthetic and eco-friendly functionality that TOTO offers. As has long been the case with Japanese toilets, once people try them, they tend to love them, and Twitter and Facebook just make it easier to share that love. TOTO’s Washlet is basically a bidet toilet seat that attaches to an existing toilet for enhanced functionality, such as a heated seat and warm-water washing jets. It gets higher-end from there, as the fancier toilets feature dryers, music and built-in deodorizers. The notion of squirting water at one’s bottom still strikes many North Americans
The experience-focused restrooms at NRT are designed to showcase the technical capabilities of Japanese toilets to travelers from around the world.
as disagreeable, and one barrier to bidet adoption is a reticence to even talk about it – just think of all the euphemisms that exist for toilet: bathroom, washroom, restroom, plus a litany of slang terms. The result is that many people are missing out on toiletry topographies such as intelligent heated seats. “There is even a fuzzy logic feature that knows when you use it. So when you walk in the bathroom first thing in the morning, for example, it’s already heated to your favorite temperature,” says TOTO PR specialist Nariko Yamashita. “People really like that.” So it turns out that nihonteki is actually more Western-teki than we thought. “Many people mistakenly believe that there is something unique to Japanese culture that makes the Washlet a more natural fit for its consumers,” says Yamashita. “However, the growth curve for the Washlet’s popularity in Japan looks very similar to what we’ve seen in North America.” Airline Passenger Experience Association
photos: ©DAICI ANO,gAllery toto
Services
Skycast Solutions Fuels the Tablet Revolution with the Latest in Portable IFE. The most capable low cost portable IFE device is powered by Windows and flying high on Alaska Airlines.
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Picture This Air-to-air photography provides breathtaking visuals of new aircraft and makes up a dominant portion of an airline’s marketing materials. We speak to two individuals who make in-flight photography a reality.
Brian Losito might just have one of the best airline jobs ever. For the past 28 years, Losito has been Air Canada’s corporate photographer. He’s traveled throughout the airline’s network, taking photos of people, places and planes in support of Air Canada’s publicity, marketing and advertising efforts. Without a doubt, Losito’s favorite assignment is being airborne, getting amazing air-to-air photos and video of the company’s newest airliners. “We’ve done shoots of the Airbus A340 and the Boeing 777. In 2014, Air Canada took delivery of its first Boeing 787-8 [Dreamliner],” says Losito. The airline’s Dreamliners were being used for training and revenue flights, so Losito couldn’t get access to an aircraft until the fall. “You need at least two days, because it’s very weather dependent. We planned the shoot for the west coast to get the great scenery, with mountains and oceans,” he says. Losito chose Hawthorne, Californiabased Wolfe Air Aviation to provide the camera aircraft and air-to-air expertise. Wolfe Air has been providing aerial imagery services to the film, television and aviation industries for decades. Losito might have the best airline job, but Kevin LaRosa Jr. has an equally remarkable role in aviation. As Wolfe Air’s aerial coordinator and lead captain, LaRosa flies the specially outfitted Learjet 25-camera airplane. A third-generation pilot, he learned the skills of air-to-air photography from his father. “It’s all about the light, and camera angles. You’re less of a Learjet captain and 54
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more of a cameraman flying the airplane,” says LaRosa. The Learjet is equipped with Nettmann Systems International’s VectorVision, with lens ports on the top and bottom of the fuselage, and a still-camera pod under the wing. LaRosa explains that the performance and maneuverability of the over 40-year-old Learjet makes it an ideal camera aircraft. “It’s a pure
turbojet airplane with no engine spool up time, and with its shortened wing, it’s a very snappy aircraft,” he says. “The airliners are big, so to get the nose and tail framed in the shot, we usually fly about 50 to 75 feet away.” The mission was extremely successful, says LaRosa, thanks to Losito’s creative direction and the flying skills of the 787’s crew, Captains Mark Watt and Chris Pulley. Airline Passenger Experience Association
photos: Brian Losito / Air Canada
by Howard Slutsken
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Services
The shadow of Wolfe Air’s Learjet 25-camera airplane on Air Canada’s Boeing 787-8 during a photo shoot in the Pacific Northwest.
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Airline Passenger Experience Association
“Captain Watt is one of the best formation pilots I’ve ever flown with. He put that airplane exactly where we needed it, every time,” LaRosa says. Losito adds, “This air-to-air shoot was one of the highlights of my career.” Air Canada has already made wide use of the stills and video from the air-to-air shoot, enticing passengers to fly on this latest addition to its fleet. Images of the beautifully
photogenic 787 have appeared both in Canada and internationally on billboards, in print ads, at the airline’s offices and in its enRoute in-flight magazine, among other places. Video of the Dreamliner has been used in television commercials and on Air Canada’s website, and has been seen by hundreds of thousands of viewers through social media. volume 5, edition 5
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The Airplane Restaurant
Airplane food may have a bad rap in the air, but it’s been gaining renown with diners on the ground. by Jason Kessler
Sometimes a good idea just takes off. At least that was the case for Steve Kanatzar, a lifelong restaurateur and aviator who dreamed of combining his two passions by opening an airplane-themed restaurant. While some people cringe at the idea of eating in an airplane, Kanatzar has made it the number one feature of the Airplane Restaurant in Colorado Springs, a massive casual dining establishment that houses the wing and engine of a fully intact Boeing KC-97 tanker plane right there in the middle of the dining room. The retired KC-97 was tracked down at the now-defunct Carswell Air Force Base in 56
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Texas and transported to Colorado Springs in 2001. In 2002, Kanatzar’s dream finally became reality when The Airplane Restaurant opened as a 250-seat family restaurant with room for 42 lucky “passengers” inside the cabin of the KC-97 itself. For over 13 years now, guests have enjoyed an entire menu of aeronautically themed dishes like the Piper Club sandwich and the Air Tower nachos. If you’re looking for a cocktail, you’ll find them listed under “Jet Fuels.” The flying community of Colorado Springs, which includes the Air Force Academy and Peterson Air Force Base, has been supporting The Airplane Restaurant since it opened.
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Active military personnel, veterans, and even astronauts have filled the seats here. A 91-year-old Korean War vet comes in every day to dine beneath a replica of the P-51, the exact plane he flew during the war. The customers truly love the atmosphere. In addition to the airplane, aviation memorabilia cover the walls, including signed photos of aviation greats and an authentic tailhook from an aircraft carrier. (“That cost me an order of nachos,” says Kanatzar.) While he’s delighted to see diners who already love flying, Kanatzar gets even more excited about the educational component for kids. They get school groups coming through and The Airplane Restaurant is one of the few places where curious children can still check out an actual airplane cockpit without breaking TSA regulations. “Someday,” Kanatzar happily muses, “some kid is going to come tell me that my plane was the first one that he ever flew.” Airline Passenger Experience Association
photo: Wolfgang Staudt
Catering
Discover the art of satisfying travelers’ wishes. Besides offering tasty meals, exciting equipment, smart logistics and innovative retail concepts, LSG Sky Chefs also provides valuable consumer insight based on thorough studies about global food trends and lifestyles. Discover our advanced approach to creating in-flight concepts that truly meet your passengers’ individual needs and explore smart ideas about how to satisfy them.
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Run the future, not cables. BoardConnect A word of caution to your passengers before they take their next tablet on board: our wireless IFE platform BoardConnect may cause them to experience feelings of satisfaction and wellbeing on your aircraft. Your airline may experience side-effects as well in the form of a significant decrease in costs and a healthy increase in ancillary revenue. The switch to BoardConnect is fast and easy. The options it offers are virtually endless.
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The Art of Flight Airline Passenger Experience Association
Visual Identity
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We review the printing and publishing feats accomplished during the production of the 12-by-16-inch coffee-table tome Airline Visual Identity: 1945–1975, which contains large-format reproductions of some of the most beloved airline ad posters. by Kendall Green
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Visual Identity
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A High-Flying Legacy of Design
N
Tucked away within the luxurious folds of Airline Visual Identity: 1945-1975 are nuggets of information, anecdotes and factoids that chronicle the feats and failures in airline design over the years. Here are a few of our favorites:
ewly established Berlin-based publishing house Callisto made a fearless entrance into the world of art-book publishing last year. The company aspires to “create printed works of perfect quality in terms of content, design and production,” and that’s indeed what they have achieved with their inaugural publication, Airline Visual Identity: 1945–1975. The 14-pound magnum opus follows the evolution of corporate design and advertising through the airline industry’s most rapid period of growth. Embellished with exquisite color and tactile finishing, it is 436 pages of visual seduction. Inspired by an encounter with an original Air France poster from the 1950s, author Matthias C. Hühne contemplated the ephemeral nature of old ad materials, and in an endeavor to share the true qualities of the artwork with others, he eventually set about what would become an 18-month-long acquisition of materials. The final product boasts 17 colors, some of which were applied twice to achieve the desired effect,
pan am’s famous jet age makeover For the arrival of the Jet Age, in 1956, Pan Am recruited Harvard Graduate School of Architecture alumnus Edward L. Barnes and asked him to get to know the airline’s personality by thoroughly traveling its network. On his return, he proposed a total overhaul. Barnes and his colleague Charles Forsberg standardized and lightened the airline’s now famous blue color, proposed the “Pan Am” nickname to replace PAA (Pan American World Airways), redesigned the logotype and modified the globe logo.
destination tomorrowland As a tycoon in both the aviation and movie industries, Howard Hughes had both the wherewithal and caprice to capitalize on unlikely partnership opportunities. When Disneyland opened in 1955, he collaborated with Walt Disney on a mock-up rocket for the Tomorrowland theme park called the TWA Moonliner, named after Hughes’ airline.
and two different methods of foil printing and embossing. In order to simulate the varying surface appearances of the original posters (glossy or matte), five different varnishes were applied throughout. We tracked down Mr. Hühne in Berlin to answer some questions about the undertaking of this passion project. It is clear upon opening your book that care and precision was put into its development and production. What inspired you to first start this project? 60
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I encountered an Air France poster from the 1950s at a gallery in Paris some years ago. I had seen this image in publications before, but the original was so much better. I thought that it is unfortunate that most people would never see (and appreciate) the true qualities of such an outstanding piece of graphic design. This reflection became even stronger as I discovered even more elaborate designs as part of my early research, and eventually led to the idea of creating a book that truly conveys the qualities of the originals, in every respect. Airline Passenger Experience Association
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Visual Identity
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flying u’s in bloom Tasked with the challenge of overhauling the image of United Airlines – which, like many other airlines in the 1960s and ’70s, was facing financial troubles – Saul Bass, a graphic designer and Academy Award-winning filmmaker, proposed an enlarged “flying U” that was based on the first letter of the airline’s name and served as a modernized version of the airline’s former shield logo. Despite its heritage, the logo became widely known as “the tulip.” The sweeping geometry of the logo was used to inform the design of airport equipment, furniture and even the on-board coffee cup.
straight as an arrow
photos: Airline Visual Identity: 1945–1975
In 1952, after reviewing proposals from various designers, a jury of board and senior representatives for Swissair opted for a minimal look, centered on the symbol of an arrow. According to the designer, Rudolf Bircher, the arrow shape denotes the essence of flying: getting to the destination in a straight line.
“Each poster represents such a special story and is so well designed.”
Airline Passenger Experience Association
Today, many of the posters are seen as a form of art, and the commercial component of their design is no longer of any direct relevance, of course. This is one way to enjoy the book, to simply be inspired by the many beautiful designs. The book also provides relevant background information, allowing the reader to understand and compare the different strategies behind each design, and there is a lot that can be learned. Where were all of these posters found? Most of the posters were acquired from professional dealers in the United States, the
For more airline design highlights, visit > APEX.AERO/Posters
United Kingdom, France and Switzerland, or at auction houses. Did you uncover any unexpected gold mines of material during your years of collecting originals? One could imagine a scenario where dozens of forgotten boxes are discovered in a basement, containing the remnants of some family-run travel agency long out of business… Probably the dealers I bought from can tell many stories like that. I can offer one good story. The Canadian Pacific Airlines posters from the 1950s, which are so > volume 5, edition 5
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representative of “Canadian” style of that era, seemed impossible to find anywhere – most dealers did not even know they existed, and never had them. I contacted the Canadian Pacific corporate archive in Montreal, but they did not have these posters as originals, only digital scans of some of them and those were not of very good quality. They told me that the daughter of Peter Ewart, the designer of these posters, had provided the scans. I contacted her, but at first she did not want to discuss the posters or selling any of them. I offered to fly to Vancouver to meet
her and tell her about my project, and eventually was able to acquire a number of very impressive posters from her. You had a clear vision for the design of the book from the get-go. Why did you decide on this particular format and layout? Three factors influenced the book’s design: 1) I wanted to show the images in a specific order so that they would relate well to the text. 2) The book should have a large format, because the posters were designed to be displayed in large format, and much information is lost if they are reproduced
a modern retooling Post-World War II, Germany’s national carrier, Lufthansa, reformed under new management and set about starting from scratch. Foregoing a visual identity that might appear too brash, under the counsel of graphic designer Otl Aicher in 1962, the airline opted for a technical, forward-looking overhaul. Helvetica, a clean, unadorned type, replaced the traditional slab serif typeface of Lufthansa’s logotype, aligning the airline with technology and modernism. Photography was favored over illustrations on posters to project precision, dependability and safety.
photos: Airline Visual Identity: 1945–1975
character rules During his over 30-year tenure as CEO for United Airlines, Pat Patterson centered the character of the airline around what he called a “Rule of Five: Safety, Passenger Comfort, Dependability, Honesty and Sincerity.” The rules not only lent themselves to the airline’s conservative branding colors, but also marked one of the earliest instances of safety being used as a core marketing principle.
Airline Passenger Experience Association
Visual Identity
Read the full interview with Hühne at > APEX.AERO/Hühne
too small. That is the reason for the size of the book, and as many posters as possible are shown as full-page reproductions. 3) I wanted the reproduction qualities to be as perfect as possible with regard to colors and surface appearance (i.e., matte or glossy, etc.). The printing and binding of 3,000 copies of this book took three months in total. How many weeks were spent testing and retesting your colors? All of the special colors were tested even before the printing began. We created three elaborate test designs that included sections of most of the “difficult” images. The printing company then “only” had to execute according to the digital files they received from us – which was enough of a challenge and required extremely high precision and constant quality controls. The most demanding images required that the same sheet had to run up to 10 times through the printing machine. A mistake in the final print run would have required a complete restart of the process with all the previous steps. Which are your favorite posters? That is a tough question. Each poster represents such a special story and is so well designed, I like them all. One of the most technically demanding is Peter Gee’s 1969 poster for American Airlines. The series created by Aaron Fine for Pan Am is great. So are the modern designs created for Swissair or the beautiful artful posters commissioned by Air France. Each poster has a great story to tell. > volume 5, edition 5
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At STG Aerospace, we see cabin lighting from the outside in. It’s our vision for your Airline, which has resulted in a new breed of beautiful, practical LED cabin lighting designed to transform your cabin environment. Engineered by the makers of saf-Tglo™ and saf-Tsign™, liTeMood® has a simple interface, can be retrofitted within a few hours – and has customisable programming that reinforces your brand and gives every passenger an upgraded experience. Find out more at stgaerospace.com Vision beyond.
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Visual Identity
“Today, many of the posters are seen as a form of art.”
Some of these original posters are selling for over $1,000 online. Do you have any tips for those of us who would like to try and acquire a full-size original or reproduction? I would recommend only buying an original poster, not a reproduction. Original posters can be acquired at reputable dealers and auction houses. Their prices range from a few hundred dollars to several thousand for the very best and [for the] rare.
less pomp, more circumstance When the new national carrier British Airways amalgamated British European Airways and British Overseas Airways Corporation in the early 1970s, a newly devised corporate identity drew color and inspiration directly from the Union Jack. But to diminish the connotations of pomp and pretension, design firm Negus & Negus proposed using a lowercase “a” in “airways” for a less formal and more friendly appearance.
photos: Airline Visual Identity: 1945–1975
an american, a crane and a samurai In 1958, Japan Air Line’s management set out to establish a new corporate identity, seeking proposals from several leading Japanese companies, as well as Botsford, Constantine & Gardner of San Francisco in a bid to appeal to the American market. Jerry Huff, the agency’s creative director, found inspiration in the round crests of samurai families, which he regarded as an old form of branding, and the crane, explaining, “I found the crane myth in Japan all positive – it mates for life (loyalty) and flies high for miles without tiring (strength).”
Airline Passenger Experience Association
In addition to setting a new standard for print reproduction, Airline Visual Identity: 1945–1975 is extremely well researched and an excellent resource on the history of design and advertising. With some exceptions, many of the graphic designers are identified in conjunction with their creations; background information on the individual design campaigns was more of a challenge to find, as such information was not often documented, but Hühne manages in most cases to go into fascinating detail regarding the trajectories of corporate airline identities. As many of us know, setting out for perfection doesn’t usually pay off. In this case, the rewards are manifold. Airline Visual Identity: 1945–1975 is in itself a work of art. It is also an invaluable contribution to the history of both the airline industry and the design world. volume 5, edition 5
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How can I make all my passengers comfortable?
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Fly Airbus aircraft. Only Airbus offers more comfort in all classes on every model with standard 18 inch wide seats in economy.
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“
The challenge of making something better out of two remarkable brands is absolutely the best challenge one could look for as a marketing executive.
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Q&A
> Fast Facts Frequent Flight:
SCL-GRU-SCL
Jerome Cadier
Favorite Airport:
SYD
Hero:
Jason Bourne Passport stamp you wish you had:
Vietnam
Chief Marketing Officer LATAM Airlines Group
photo: Courtesy of Jerome Cadier
Jerome has been LATAM Airlines Group’s CMO since 2013. He has an MBA from Kellogg School of Management in the US and an industrial engineering degree from Escola Politécnica da Universidade de São Paulo. Between 1995 and 2002, he worked as a management consultant for McKinsey & Company, and in 2003, he joined Whirlpool Home Appliances where he held several positions, including CEO for Whirlpool Oceania.
To read Jerome’s full Q&A, please visit us online at > apex.aero/ jeromecadier
Airline Passenger Experience Association
I
f you weren’t doing your current job, what would you love to be doing? I would be sailing. I discovered this passion 15 years ago and it has been an addiction ever since. It’s where I feel absolutely great. I love boats, the sea and the wind. I love the view and the feeling of the wind taking you. Whenever I can, I go on sailing vacations. I have sailed in many places, from Antarctica to the Caribbean, but there are still many places that I want to discover on a sailboat. What are your ritual travel habits? I have one travel ritual that was actually passed from father to son. There are five things you always need to check before you leave your house for a trip: passport, money, credit card, ticket and keys. My father was very methodical and every time we traveled, before leaving the house, he always asked: “Jerome, what are the five things that we need to remember before traveling?” So it always stuck in my mind and I repeat that ritual to this day. Well, the only thing I changed is the “tickets” because today we don’t carry those anymore; now it’s passport, money, credit card, phone and keys. Did you choose the airline industry or did it choose you? It chose me for a couple of reasons. From very early on, traveling by plane was always something I was absolutely in love with – the
mystery, magic and power of being able to fly. I liked it so much that every time I went on vacation with my parents from the age of 10, I asked them to [let me] travel on my own to experience every bit of it as much as possible. Many years later, before working at LATAM Airlines Group, I had to travel a lot for work, and work close to airplanes, becoming a frequent flyer of many airlines. Yet, I never considered working for an airline until I received an offer from LATAM Airlines Group. There were two fundamental reasons that made me join the group. First, I fell in love with the idea of building one company, one brand and one service from two very successful companies, which are LAN and TAM. The challenge of making something better out of two remarkable brands is absolutely the best challenge one could look for as a marketing executive. And the second reason that made me want to work with this company is the outstanding executives who I work alongside today. Favorite wine varietal? In our on-board wine menu we have excellent options of cabernet sauvignon from Chile, like the Casa Real Reserva Especial or the Domus Aurea; and for torrontés we have Crios, from Argentina. They are all selected by Héctor Vergara, the only master sommelier in Latin America. volume 5, edition 5
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Seating
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High Demand Drives Seating Innovations
Philosophy of Comfort
Peddling PED Holders
Feats in
Seats photo: PriestmanGoode
From accommodating passenger devices to transforming a row of economy seats into beds, we highlight some of the noteworthy trends taking shape in the airline – and airport – seating industry.
The Sleeper Class
Airline Passenger Experience Association
All That Jazz
Reconsidered Configurations
Sitting on Something New
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Seating
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High Demand Drives Seating Innovations While aircraft seating is dominated by large suppliers that offer a range of products from economy to first class, high demand has made room in the market for new suppliers. by Marisa Garcia
S
ome seating suppliers, such as French manufacturer Expliseat and Lift by EnCore in the United States, are recent entrants, but established manufacturers of other cabin components, like Jamco, have also diversified into seating, giving airlines and their designers more options to consider. “From our point of view, differentiation and originality, fitting a product precisely into an airline’s brand, is a key theme of what we’re asked to deliver,” says Ben Orson, managing director of JPA Design, London. “We’re much better able to do that if we can pick among diverse suppliers.”
like a dove JPA Design recently worked with galleys and lavatories manufacturer Jamco to develop a new DoveTail business-class seat, which made its debut at this year’s Aircraft Interiors Expo in Hamburg, Germany. New suppliers, Orson tells us, stimulate the creativity of designers and help airlines define their brand identity. “If every seat looked the same, then the degree to which you could differentiate would be limited,” Orson says. “If you can start off with a distinctive product, then the end result can be a better fit to the airline’s requirements.”
Airlines make the final decision on seats, but aircraft manufacturers (OEMs) have encouraged airlines to choose catalog products, reducing the risks of complex new cabin programs. Both Airbus and Boeing are now welcoming new suppliers. “The OEMs appreciate having the option to spread risk across the industry more evenly,” he says. “They are receptive to supplier diversity, to having new players in the industry.”
Airline Consolidation
The herringbone configuration of the wide DoveTail lie-flat seat creates more space in the ottoman and toe box area.
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photos: JPA design
During the 71st annual IATA AGM in Miami, Florida this year, the CEO Insight Panel touched on the subject of airline consolidation. “Basically, we need fewer than 250 airlines,” said Lufthansa CEO Carsten Spohr, citing that the biggest airline player has just a 2.5 percent market share. When moderator Richard Quest, business correspondent for CNN, polled the audience on whether more consolidation was necessary to address these low, competitive profit margins, 74 percent agreed that there should be more consolidation within the industry.
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Optimized for next-generation in-flight entertainment, the seat boasts an 18.5-inch screen, LED reading lights, in-seat power, USB and HDMI ports and a partition that can be used for privacy.
catalog backlog This openness to new suppliers has its roots in a drawback of the catalog approach. Larger manufacturers offer cost and competency benefits, but the backlogs that can result from large volumes can become nearly insurmountable. When Zodiac Aerospace’s seats delayed American Airlines’ 787 Dreamliners and other programs, for example, both Boeing and Airbus had to intervene. As reported this past June, Zodiac builds 700 seats a day, but carries a backlog of 1,700 seats. This is down from the company’s 6,000 seats backlogged in March 2015, but still problematic. In Zodiac’s annual report, Olivier Zarrouati, the company’s CEO, addressed this backlog, saying: “The difficulties with Zodiac seats were caused by the success of our new seat range, which was completely overhauled with new products released in all market segments: economy class, premium economy, business class and first class.” This was further complicated by the need to adapt products to meet new certification requirements. Zodiac took the necessary
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Seating
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steps to improve its line operations, but these setbacks are opportunities for competitors. A listing in the OEM catalog is still an advantage. Even with delays, Zodiac’s listing in the Airbus A350 catalog earned it entry into a new program that, on other aircraft, went to one of the industry’s newer suppliers.
a range of concepts Singapore Airlines developed its premiumeconomy cabin with JPA Design, using the PC-01 seat of German manufacturer ZIM Flugsitz. The basic PC-01 ZIM Flugsitz seat is the same structure used for Lufthansa’s premium-economy cabin, but Singapore Airlines and JPA Design went through many creative iterations to develop a customized seat that could not be confused with any competitor’s product. >
“If you can start off with a distinctive product, then the end result can be a better fit.” Ben Orson JPA Design
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“From our perspective as designers, working with ZIM Flugsitz on Singapore Airlines’ new premium-economy-class seat was a dream project,” Orson says. “The combination of a mature, confident and ambitious customer with a manufacturer that was open minded, technically very capable, and receptive to new ideas created a great environment where we could explore a range of concepts and techniques.” The process is still expensive and time-consuming. Seat manufacturers must make engineering changes and certify new parts. Customizing the PC-01 seat for Singapore Airlines required many iterations, building mock-ups, experimenting with features, colors and cushioning, and making adjustments based on customer feedback.
efficiencies of scale While the catalog approach has its drawbacks, it also addresses many industry needs. Catalog suppliers have to run through many approval hurdles and audits to earn a listing, thus developing strong competencies.
Ben Orson JPA Design
SIA’s premium-economy-class seat’s dove-gray leather is accented with individual stitch patterns and distinct colors. Features include personal controls and a personal reading light.
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Tailoring two seats for a single program, as Singapore Airlines has done, duplicates the product development process, but catalog products offer efficiencies of scale, driving down costs. This also makes the catalog attractive to airlines with limited cabin development budgets, Orson explains. Even so, the recent entry of new competitors has enlivened the industry. As Zarrouati states, it forces established manufacturers to reexamine their products. Between the products introduced by new manufacturers and the ones larger
photos: Singapore Airlines
“It’s nice to have a breadth of options for each particular interior that we look at.”
manufacturers introduce to compete, airlines and designers have more room to get creative. “Choice is always good,” Orson says. “We are frequently asked by airlines to help them make these type of choices of suppliers. It’s nice to have a breadth of options, multiple options for each particular interior that we look at.”
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Philosophy of Comfort If you’re in the business of making economy or premium-economy seats for airlines, you know all about the delicate and complex relationship between designing for passenger comfort and aircraft cabin economics. by Jessica Sammut
F
or Acro Aircraft Seating, who produce over 3,000 passenger places per month, the fundamentals of their design ethos come first and foremost over seat specs. As managing director Chris Brady explains: “Our seats are light in weight but we don’t seek that as our goal. It simply emerges from our philosophy.” According to Brady, each seat they produce is an expression of their philosophy, which begins with the concept that comfort is not found in the seat itself but rather in the gaps between the seats. “Pursuing comfort is about eliminating sources of discomfort. Armed with that philosophy, we made our seats as thin as we can and eliminated all sources of discomfort,” explains Brady.
Branching out from their philosophy on comfort, Acro believes robust and maintainable design should follow. “Robustness is about offering security to the passenger as well as to the airline engineer. If it’s robust it won’t break, but most of all, it’s a comfort thing because a broken seat is an uncomfortable seat,” quips Brady. And with maintainability in mind, fixing the seat becomes a swift and efficient process. For design inspiration, Acro looks to 20th-century furniture and is particularly inspired by Eames’ DSR chair. “It’s an exemplary chair for an economy seat. It’s simple, it has three components and two screws and is incredibly comfortable. Less is absolutely more,” says Brady. The in-arm
tray table design on Acro’s newly unveiled premium-economy seat illustrates this “less is more” approach. “The tray table stows under the arm so that, when you’re not using it, it’s not in a box,” which Brady argues adds weight and complexity and is more prone to break. And when deployed? “That space is released back to [the passenger] and it creates a much lighter and airier beautiful seat,” adds Brady. For Brady and the Acro team, the application of these design principles encompasses everything they strive to achieve in an airline seat: Everything is simple, yet nothing is omitted. As Brady puts it: “We take these ideas, we turn them into seats.”
photos: acro aircraft seating
Acro’s core design values center around simplicity, elegance, honesty and intuitiveness.
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Peddling PED Holders by Katie Sehl
T
he personal electronic devices of passengers have without a doubt affected in-flight entertainment (IFE) markets, but they’ve also impacted the demands placed on aircraft seats. At Aircraft Interiors last year, Recaro Aircraft Seating unveiled what it referred to as the evolved version of its popular BL3530
economy seat, and one of its key features is that it accommodates the bring-your-owndevice (BYOD) trend. “Connectivity is no longer an option but a necessity,” explained Mark Hiller, CEO of Recaro. “With our new BL3530, we respond to these market demands.” Configured around keeping passengers connected, the new seat features a tablet
holder with an upper clamp and shelf that holds the device in place, a pocket for stowage and, of course, a power supply for charging. This year, the seat manufacturer’s Bring-Your-Own-Device holder was shortlisted for a Crystal Cabin Award. Zodiac’s Z60 may be a response to the airlines’ need to pack more seats onto shortto-meduim-haul narrow-bodies, but the seats come with features that passengers expect – including tablet holders. The seat also comes with an audio IFE provision and USB and PC charging ports. Haeco’s Vector-Y economy seat, which the company expects to start delivering early 2016, is another contender for the narrowbody economy-seat market that’s foregone integrated seatback IFE in favor of device holders that come in a variety of sizes. Pitch Aircraft Seating successfully launched its fixed-back PF2000 economy seat, designed by Design Q, on UK-based Monarch Airlines last summer. Working with the airline and customer focus groups, Pitch developed passenger-led features uniquely for Monarch, including a concave tablet holder. On the other end of the BYOD trend, some vendors have taken a different approach and have manufactured solutions with built-in holders for airline-supplied devices. Lufthansa’s BoardConnect wireless IFE platform alters the traditional seatback entertainment system in favor of its SeatIntegrated Tablet Solution. BAE Systems’ IntelliCabin offers a Samsung tablet-based solution to replace the embedded seatback screen.
photo: recaro
Recaro’s BL3530 economy seat features a built-in device holder.
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The Sleeper Class
photo: Air New ZealAND; Illustration: Marcelo Cáceres
by Caroline Ku
Airlines have tapped into that yearning some passengers have to stretch out when they discover a row of seats to themselves. By extending seat pans, raising armrests and tossing in a blanket, pillow and an amenity kit, airlines can provide economy passengers with some lie-flat comfort on long-haul trips, one worth paying a premium for. Air Astana calls it Economy Sleeper, while Air New Zealand likens Skycouch to the comfort of being in your own living room. Whatever it’s called, transformation from economy seat to sofa bed happens faster than you can fold up a seat tray and go into full recline three times. Models from Aviointeriors and Chameleon/Flying Service show extensions that emerge from under the seat to form a flat surface.
Seating
Doubling down is the ESP Xtra, with facing triple seats for a bed that’s 60 inches wide. Alternatively, Geven’s Piuma Sofà, with a removable headrest part that snaps into the seat base, is a concept AirAsia X has purchased for 50 aircraft in its fleet, and in a four-seat configuration can even extend up to six-and-a-half feet. With the ability for flight crew to unlock specific seats, airlines could consider the sleeper feature ancillary revenue and cash in on empty seats, which account for 20 percent of flight capacity. While sleep is not cheap, Economy Sleeper on Air Astana from the airline’s hub in Kazakhstan to Paris costs $1,097 – that’s $295 less than three regular economy seats – still a luxury, yet a bargain for the economy passenger. Coming soon: B/E Aerospace is developing a lie-flat business seat with cushioned walls to give passengers some extra snooze time during take-off and landing. But for now, it’s sweet dreams!
With Flying Service’s seat model, passengers can slide an extendable seat pan out and unfold the top cushion onto it to create a bed.
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Reliable Airborne Power
Applications for Pascall Power Solutions
High Power USB Satcom DBS TV Seat Actuation Pascall Electronics Limited Tel: +44 (0)1983 817300 Email: enquiries@pascall.co.uk
www.pascall.co.uk
Seat Displays Media Servers Cellular Comms Cabin Lighting AS9100 : REV C ISO9001 : 2008 ISO14001 : 2004
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All That Jazz by Katie Sehl
Panasonic’s JAZZ Seat concept endeavors to bring “a touch of premium to economy.”
At the Aircraft Interiors Expo in Hamburg, Panasonic Avionics showed off several new features on its economy-class JAZZ Seat. The collaboration between Panasonic, B/E Aerospace, Formation Design and Teague resulted in what Brian Bardwell, corporate communications manager, Integrated Marketing for Panasonic, described as a “ground up” approach to an IFE-synchronous seat design concept. Key features include a flush 13.3-inch monitor and 1080-pixel screen, programmable mood lighting, and inductive charging for passenger devices. “While
some of the original equipment manufacturers will say airlines don’t compete on the economyclass configuration, in our view, the biggest impact you can have on the traveling public is bringing innovation to the economy class,” says Bardwell. “We continue to explore ways to improve the passenger experience in economy.” But bringing innovation to the other cabins is key, too: “We’re expecting to have a business-class seat available at APEX EXPO and we’re also working on a first-class seat as well, but those are still very much in the design phase.”
Reconsidered Configurations
photos: Panasonic, PriestmanGoode
by Katie Sehl
Embraer’s E-Jets E2 cabin interior, designed with PriestmanGoode, took home top honors in the Industrial Design and Visionary Concepts category at this year’s Crystal Cabin Award (CCA), and at the heart of the design concept was its economy wide slim-type seats. Among the widest in the industry at 18.3 inches, economy configurations seat passengers two by two, further eliminating the crunch caused by a middle seat. The E190-E2 is expected to enter service early 2018. Over the past few years, there has been a slew of proposed economy cabin configurations. In October 2014, vacation carrier Thomson Airways presented family booths with facing seats and pods for couples. Earlier this year, British Airways’ lead in-house designer Peter Cooke filed a patent application for a concept that would have seatmates facing opposite of each other. Longlisted for the CCAs was HAW Hamburg’s 3-Class Seat concept, the first three-in-one seat that could be customized to the special needs of each passenger. Also long-listed was the Glasgow School of Art’s Shift Cabin and Pivot Seat concept, which proposes a unique selection of social and private zones, and customizable seating positions. Most recently, Zodiac’s HD31-3 seat concept, which alternates passengers in forward and aft positions, has garnered much attention.
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Sitting on Something New In a total departure from the accepted norms of airport seating comes the new Symphony Beat collection by Marcus Pedersen, a Danish industrial-design firm that creates and manufactures furniture and other products for airports and other public areas. by Maryann Simson
lthough Marcus Pedersen itself is a very old company (established in 1907), the bold design concepts with which it challenges the status quo are about as fresh as it gets. And their Symphony Beat Seating is a noteworthy foray into airport avant-garde. “The intention behind the design of Symphony Beat Seating is to humanize airport seating by developing a more organic and dynamic expression than any traditional series of furniture,” explains Julie Thorsø Hansen, who designed the seat with her colleague Ramus Fasting. “The organic shapes of the seats are combined with the sharp lines of the frame, creating an expression of warmth and coziness
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while maintaining a clean aesthetic. The asymmetrical features are what make the seating arrangement stand out. It creates a dynamic in which the individual is unique in the massive and busy space of the terminal.” Hansen goes on to say that mixing a diverse palette of shapes and colors into the airport terminal helps to reflect the variety of people transiting through. “Our organic design creates an undulating landscape and expresses the music from a harmony of international guests seated in the same orchestra,” she says poetically. “And the puzzle pieces of our modular collection offer each individual customer the ability to design and configure their own unique airport space.” >
“The organic shapes of the seats are combined with the sharp lines of the frame.” Julie Thorsø Hansen photo: © 2015 Marcus pedersen
A
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Symphony Beat seats are constructed from pressed European beechwood with ash veneer as a standard option. The veneer is also available in walnut, oak and beech, or can be stained in a color of choice, while upholstery can be fabric or leather. The base is powder-coated steel and add-on options include tables, power outlets and armrests. The firm has so much confidence in this concept that they’ve chosen to fully fund development prior to securing express interest from a specific customer. “We have chosen to develop a product without having
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a buyer lined up, but we are certain that Symphony Beat Seating has a place in the marketplace of today,” says Niels Marcus Pedersen, CEO. Symphony Beat was presented at the Passenger Terminal Expo and Conference 2015, which took place in Paris March 10–12. The event attracted a record numbers of visitors, delegates and exhibitors, and Marcus Pedersen happily reports that this daring new tandem-seat concept garnered a very positive response from numerous potential customers.
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The modular concept of Symphony Beat Seating offers unlimited combinations, allowing customers to create their own airport seating configurations.
Niels Marcus Pedersen For more updates on seating, visit > APEX.AERO/SEATING
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photos: © 2015 Marcus pedersen
“We are certain that Symphony Beat Seating has a place in the marketplace of today.”
Application development specialists for in-flight entertainment and communications systems. Our software is installed on hundreds of aircraft and used by thousands of passengers every day in every corner of the world all in their own languages. Applications we have developed allow passengers to view their location on the map, watch on-demand video & audio, play games, go shopping, reserve a hotel, car or just browse for information all from 30,000ft. Established in 1998 with development facilities in Chichester, UK and Lake Forest, CA and a team of over 40 experienced developers we provide unrivalled expertise in the IFEC industry.
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airline passenger experience:
MEMBER ACCESS It is the APEX mission to offer members a wide range of opportunities to excel in the airline passenger experience industry by keeping them current with the latest industry news, trends and developments, and providing the means to foster a communicative relationship with clients and colleagues around the world.
2014-09-22 4:47 PM
APEX EXPO This is the industry’s largest trade show, featuring 250 exhibitors and thousands of the latest in-flight products, systems and services. MULTIMEDIA MARKET Attend the only global industry event focused specifically on bringing together in-flight content buyers and leading providers of short-subject programming, TV, movies, games, GUIs and apps. REGIONAL CONFERENCES Participate in interactive sessions around the world, led by industry experts and early adopters as they share their knowledge on issues related to comprehensive, high-interest passenger experience-related topics. TECHNOLOGY CONFERENCES Join industry leaders in creating quality and compatibility standards.
APEX.AERO The members-only section of the APEX website includes the Member Directory, a virtual “who’s who” of the airline passenger experience industry, as well as educational reference materials, research reports, event transcripts and video presentations. APEX MEDIA In addition to the bimonthly publication of the magazine, APEX will be refocusing our online media presence in the coming months to provide members with a comprehensive platform on which to connect, interact and contribute. For association and industry news, follow @theAPEXassoc on Twitter
Keeping passengers connected.
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Amenities
Eastern Amenities As a nouveau-riche middle class and its growing disposable income blossoms in Asia, we examine how new luxury tastes and the expanding travel market are influencing amenity kit offerings within the region. photo: formia
by Maryann Simson
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W
e’ve all heard by now, or seen firsthand in our business dealings, that the Chinese middle class is on the rise and on the march. Across other developing Asian economies – though perhaps not on so grand a scale – the same is true. Suddenly, tens of millions of people are finding themselves in a position to spend money in such a way that earlier generations could only have dreamed of. So what exactly are these newly affluent Chinese consumers (household income between $20,000 to $1 million US, per year) spending their disposable income on? They’re buying many things, of course, but two categories that stand out are luxury brands and international travel. As with any nouveau riche cohort, status is important to this demographic – and nothing says “I’ve arrived” quite like a flashy watch, elegant fragrance, designer handbag or a passport full of stamps. In China, a recent relaxation of outbound tourist visa requirements has citizens
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jumping at the chance to go abroad. A forecast from Citi suggests that, resulting partly from this, Chinese carriers could see international traffic grow more than 15 percent this year. Other Asian countries, such as Japan, have already revised, or are in the process of reviewing, their own visa restrictions to ease movement, bolster tourism and stimulate economies. Interestingly, it appears that the trend in Asia toward increased international travel is having an effect on the luxury brands that Asian consumers desire.
photos: ANA, formia, china eastern
Homegrown labels will rise to compete with Western brands that have traditionally dominated the market.
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Airlines such as China Eastern, EVA Air, All Nippon Airways and Thai Airways have partnered with kit makers like Wessco International or Formia to offer cases and items from Rimowa, L’Occitane, Salvatore Ferragamo and Payot.
Fujisaki’s observations align directly with one particular insight offered up by market research and consulting firm Trend Watching: “Chinese consumers are building not just their bank accounts,” said a December 2014 report on top 2015 trends and opportunities in Asia, “but also their social and cultural capital. Now, those consumers are moving away from an obsession with (often foreign) luxury logos, and are instead demanding … quality, authenticity, craftsmanship and heritage.”
close to home
seeking the story Tomoko Fujisaki is director of Sales for Asia at Wessco International, a leading supplier of amenities and comfort items to airlines for more than 30 years, having partnered with many top-rated Asian carriers, including All Nippon Airways (ANA), Cathay Pacific, China Eastern, EVA Air and Singapore Airlines. Fujisaki, who grew up in Japan and has previously held a position with a major luxury skincare brand, works primarily from Wessco’s Shanghai office and design studio. Her personal and professional experience lets her view the Asian amenities landscape from a unique perspective. “Until recently, and in China particularly, people were essentially looking for highly recognizable international luxury brands,” Fujisaki says. “But recently, more and more people have traveled overseas. When they do that, they are looking in a lot of boutiques and department stores and encountering niche brands. They increasingly want something that represents their personal preferences, is less well-known and has a special story behind it.” Airline Passenger Experience Association
Based in Hong Kong, Formia is another supplier of luxury amenities to the global airline industry. Having secured 17 new kit partnerships in the last 12 months, the company clearly has a finger on the pulse of luxury, comfort, design and travel. Managing director Roland Grohmann says that not only are Asian consumers keen to select product lines that speak to them uniquely, they are also beginning to find quality brands with inspiring stories right in their own backyards. There is confidence in numbers, and as Asia’s total number of luxury consumers tips the one billion mark within the next decade, these consumers will undoubtedly become even more introspective. Homegrown labels will rise to compete with Western brands that have traditionally dominated the market. “This is certainly not a matter of fashion trends that shift the preferences from Western to Eastern brands. It has a deeper sociological enrooting, where Asians have strengthened their identities, not only as a continent, but as single well-identifiable countries and cultures,” says Grohmann, referencing a recent airline amenity kit partner to underscore the point. “Within our business, we can identify some case studies like China Airlines, where Formia has worked together with Taiwanese Kuan’s Living to develop the airlines’ amenity kits. The local design consultancy helped China Airlines with the redesign of its cabin interiors and other passenger offerings.” > volume 5, edition 5
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The partnership between Jurlique and Cathay Pacific was secured at a key time, as Jurlique’s expansion across Asia was in full swing with 200 stores opening in China.
Chinese travelers’ duty-free shopping sprees are being blamed for flight delays. Read more at > APEX.AERO/dutyfree
check your bags Another example of this approach is Cathay Pacific. To deliver the latest business-class amenity kits to this five-star legacy carrier, Formia worked with Seventy Eight Percent, a well-known Hong Kong brand producing stylish bags and accessories. The main goal of the collaboration was to showcase home country culture while catering to an international clientele. “The understated, considered design embodied by Seventy Eight Percent is closely aligned with our own design principles, and we are also delighted to be collaborating with a homegrown Hong Kong brand,” said Toby Smith, Cathay Pacific’s general manager of product in a March release about the launch of the kits. Grohmann adds that the project “reflects Cathay Pacific’s position at the heart of the Asian economy and as a promoter of all the region has to offer.” Cathay was looking to offer a natural, organic product within the business-class space after the success of Aesop in first class. Inside the Seventy Eight Percent wrap bags is Australian cosmetic brand Jurlique, injecting a note of internationality into the program. The Jurlique skincare items are supplied in partnership with Australian amenities expert
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Buzz Products. The unique story behind the Jurlique brand and its philosophy of using pure, unadulterated ingredients as the base of its all-organic product line really appealed to Cathay. The timing for this partnership was also ideal: At the time the Cathay Pacific kits rolled out, Jurlique’s expansion across Asia was in full swing – with a staggering 200 stores opening in China alone.
strong growth ahead Going forward, Asia’s top-rated airlines will continue to experience robust growth and a changing passenger profile. In addition to plying new routes within the region and abroad, these airlines will need to provide an increasingly differentiated in-flight experience to reinforce brand messages and leave a lasting impression on guests. Luckily for them, amenity kit and comfort product specialists such as Formia, Wessco and Buzz Products are poised and ready to help each carrier understand the broader trends of luxury and travel as well as the micro-trends affecting consumer behaviour in their home regions, and will help them forge brand and design partnerships that reflect both cultural heritage and international ambition.
Airline Passenger Experience Association
photos: formia, buzz products, jurliquefarm.com
Amenities
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Q&A
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“
Consistency is something we, as the operators in the service industry, continuously strive to achieve.
�
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Tetsuo Fukuda
Q&A
> Fast Facts Location:
HND and NRT
IFE Standby:
Movies and musical programs Favorite Hotel:
The Kitano in New York
Suitcase Brand:
Rimowa
Executive VP, Member of the Board CS & Products Services and Corporate Planning All Nippon Airways
photo: Courtesy of Tetsuo Fukuda
Tetsuo graduated with a BA in economics from Kyushu University in 1979 and from Harvard University’s Kennedy School with an MPA in 1988. After joining ANA in 1979, he held positions in multiple departments, including Sales, Human Resources and Public Relations. He is now responsible for developing strategies for ANA’s global competitiveness and promotion of customer satisfaction.
To read Tetsuo’s full Q&A, please visit us online at > apex.aero/ Tetsuofukuda
Airline Passenger Experience Association
I
f you weren’t doing your current job, what would you love to be doing? Working in the hotel industry. I want to work up from the bottom. More than 30 years ago, I read Kane and Abel by Jeffrey Archer and learned the complex art of running a hotel and the importance of maintaining employee morale. The process of employees with different responsibilities and duties creating one product is similar to what we do in the aviation industry. About three years ago, I also read and enjoyed Peak by Chip Conley, who is the owner of a San Francisco hotel. What do you think is the most overlooked aspect of the passenger experience? Consistency is something we, as the operators in the service industry, continuously strive to achieve. From pre- to post-boarding, our product and services have multiple contact points with our customers. In those scenarios, it is the challenge for all of our employees to offer a high level of hospitality, which should exceed expectations. If we fail on one occasion, that could damage the customer’s entire experience and thus their opinion of ANA. Something only people in the airline industry would understand? Airplanes consist of three million parts and they are made by hand, so to speak.
Therefore, maintaining them is an art which requires great care. The ANA Group deploys about 5,000 mechanics every day in order to provide safety and the best-conditioned airplanes. What’s the best meal you’ve ever had during a flight? I can say that ANA serves the best Japanese food in flight. Our Hakata Ippudo ramen, which we spent three years developing with Hakata Ippudo, is massively popular. I love ssambap, offered by Asiana Airlines. It is not only a traditional Korean dish, but also delicious and healthy, full of vegetables. A while ago, I used to enjoy the vegetarian meal by British Airways. I am not a vegetarian, but I was touched by its flavor and beautiful presentation. What’s the one item you can’t travel without these days? A few books and an iPod. I believe the airplane cabin and hotel bed are the best places to read. When I wake up in the middle of the night due to jet lag, I won’t be recklessly checking my watch, peeking outside through a gap in the hotel curtain, or sighing in boredom as long as I have my books and music. However, I need to be careful with the number and types of books I carry. You don’t want to carry too many books or business-related books only. volume 5, edition 5
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GUIs
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Transparent Interfaces The key to designing an efficient graphical user interface is transparency. As graphic designer Joe Sparano says, “Good design is obvious. Great design is transparent.” by Sophie Woodrooffe illustration Jorge de la Paz
Airline Passenger Experience Association
H
uman beings are prodigious navigators. For proof, look no further than the act of boarding an airplane. Relying on subtle architectural cues and wayfinding signs, we transport ourselves past security to the designated gate, down the jet bridge and into our seats with (nearly) nary a furrowed brow. Once settled and buckled, we’re typically greeted by the seatback monitor, the in-flight magazine, the computer in our pockets or the backs of our eyelids. For those opting to be entertained electronically, the in-flight entertainment (IFE) system – which
increasingly includes our personal devices – offers yet another opportunity to challenge our navigational prowess. If the IFE system is well designed, we will press, swipe or click our way through the prompts and arrive at our entertainment destination without a second thought. Achieving this transparency is the great challenge of the graphical user interface (GUI) design team. They are charged with bringing each of the passenger-facing elements of IFE – from menus to movies to flight maps – together into one cohesive and intuitive digital journey. >
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Today, as capacitive touch screens – displays that rely on the human body’s conductivity as a means for command input – proliferate, computer processing power increases, and connectivity becomes the new normal, airlines have the opportunity to deliver more options to passengers via those shiny screens nestled in their seatbacks or those they carry in their pockets.
gui: then and now Before today’s familiar icons, menus and search bars, and even before computer screens existed, there were command lines that were entered into teletype machines. The command line interface (disc operating system, or DOS, being the most widely known) lets users communicate with a computer using text-based prompts. Xerox and Apple are widely considered the computing pioneers that took the command line and, in the 1980s, evolved it into the GUI we are familiar with today: the screen with its icons, and the mouse and keyboard that manipulate them. Command line interfaces are still in use, but they have migrated from the teletype machine to the back end of today’s computers, where programmers type lines of text to manipulate software. In the airline space, airVision’s introduction of seatback audio and video on
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If passengers are not pleased with navigability, they can whip out their tablets faster than you can say “captive audience.” demand (AVOD) systems in 1988 might be considered the precursor to today’s in-flight GUIs. The real breakthrough, though, came in the 1990s, when airlines began moving away from the six-inch analog displays, which resembled old-school television sets, to the typical 10- to 12-inch touch-screen displays that most of us are familiar with, according to Sameer Tendolkar, VP Product Planning and Design at Western Outdoor Interactive (WOI), an India-based IFE company recently acquired by Global Eagle Entertainment (GEE). By the early aughts, most commercial airlines that carried seatback systems were
Touch Technologies
Clear polyester film
Air gap and spacers
Sensor traces
Glass
resistive
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Lens and casing
LCD
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photo: thales
Air France equipped its A380 fleet with Thales’ Top Series IFE in 2009, a web-based system that has been chosen by over 50 airlines worldwide.
outfitted with resistive touch screens, which are activated when enough pressure is applied to bring layers into contact. While they offered an improvement over awkward armrest controls, “You couldn’t do gestures; you could only tap on screens,” says Tendolkar. And while ultrasensitive capacitive touch screens are entering the market, resistive touch screens remain the majority display type used in seatbacks, according to Tendolkar, and that has big ramifications for interface design. Airlines are competing for attention with passenger handheld devices: People have to be wooed by the design to interact with the systems. If they are not impressed with the Airline Passenger Experience Association
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entertainment options, navigability or even the responsiveness of the display, they can whip out their tablets and fire up their movie library faster than you can say “captive audience.” As Rolf Wicklund, director of Presentation Software at Lumexis, tells us, “Airlines today stress the importance of incorporating a visual style from the newer devices so that the GUI stays relevant.”
capacitive touch Nearly one in five people in the world use a smartphone, which means they are using dynamic capacitive touch screens on a daily basis. This pervasiveness of capacitive displays is putting pressure on GUI designers. Martin Darbyshire is CEO of the design firm tangerine, which helped create the awardwinning Asiana A380 interior, including the GUI design. Yuichi Ishihara is project
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and creative lead in London. In an e-mail interview, they explain the problem: Legacy IFE systems “limit the responsiveness of interaction, which can make [resistive touch screens] feel outdated.” The solution? “Designers need to adopt an approach to design that enables fast behavior and avoids complex animation effects that restrict responsiveness.” For Tendolkar, that means resisting the “flat” design trend and designing buttons that encourage people to press rather than swipe. But what about premium seating areas, where capacitive touch screens are more common? As Wicklund explains, “An irony in the IFE world is that touching the actual entertainment screen usually provides the best experience, but passengers in the higher-cost seats are often unable to have this experience because of their distance from the screen.” > volume 5, edition 5
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To compensate, these passengers are usually provided handsets that are outfitted with capacitive displays similar to smartphones or tablets. But this adds another layer of complexity for the travelweary passenger who might not have the patience or wherewithal to learn an unfamiliar operating system. Lumexis found a workaround for Transaero Airlines by duplicating the AVOD interface on the mobile screen. “This allows the passenger to control things just concentrating on the handset without having to look up at the large screen at the same time,” says Wicklund. The bottom line: Capacitive displays haven’t saturated the airline industry yet, so designers must create visual elements that dissuade people from swiping, pinching and zooming. To avoid gorilla-arm syndrome, handset devices should reflect the interface on the seatback screen.
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that are based on the experiences they have with their smartphones and tablets is the number one challenge facing GUI designers today, especially with the introduction of onboard connectivity. “Wireless systems bring their own complexity; the GUI of an IFE system is really seen as another app or website by the passenger,” says Colley. The result is that “anything less than what the user expects on their own device is seen as a substandard app, not a different platform.” Wicklund, on the other hand, sees an opportunity here: “Our feeling is that passenger devices are a perfect environment for connectivity-related functions on an aircraft, and can also be used for entertainment if the airline has not opted for a richer in-seat environment.” Whether personal devices pose a threat to the seatback GUI, one way of ensuring consistency is through brand identity. At GEE, that’s what Duncan Abell, VP Creative, and Sabrina Allard, marketing manager, are banking on. They see brand identity as a means of ensuring consistency across platforms, including different IFE displays within the same fleet: “Though the navigation may differ, the look and feel of
the user interface will represent a cohesive family feel.” Darbyshire and Ishihara of tangerine echo this sentiment: “The whole look, feel and behavior needs to express the distinctive aspects of the brand and service offer, with little touches that connect the individual passenger to the brand often being much more important than seeing the logo of the business.” GEE applied this strategy to ORYX ONE, Qatar Airways’ latest IFE system. “The rebrand of its IFE under the banner of ORYX ONE has brought a clear message of the quality and quantity of content presented by the airline across its entire fleet, which shares multiple systems and differing content ship sets.”
the hard truth about software While visual identity helps smooth over differences in platform builds, GUI design is becoming increasingly standardized, thanks to the adoption of Android-based operating systems. Since 2011, Panasonic and Thales have been collaborating with Google to provide capacitive touch-screen displays that run on Android OS-based GUIs. >
photo: Tangerine
cross-platform consistency Multiple devices might be a solution in business class, but when that extra handset belongs to the passenger, things get messy. For Paul Colley, VP Software Development at Spafax, living up to passenger expectations Airline Passenger Experience Association
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As a result, “Android-based builds now encourage an easier bridge between the ground and air usage,” say GEE’s Abell and Allard. “It also delivers speedier interface controls where the hardware, with touchscreen HD monitors, enables smooth and rapid [content] navigation.” They further note, “The adoption of Android also opens up API access to the seatback, providing a new avenue for airlines to bring their own identity through bespoke applications, where previously, integration of this type was financially and technically prohibitive.” Colley adds, “With systems on the ground, it’s much easier to release a fix if there is an issue as opposed to the disconnected world of IFE. As aircraft become more connected, and the more dynamic systems mature, we may see the ability to update more frequently.” Still, we shouldn’t expect to see dramatic moves toward agile anytime soon. According to Colley, “There is still a long process of design and build involving a number of
parties, and this is as much a bottleneck as the actual technology.” Not only does the behind-the-scenes software pose a challenge, but because there exists a “duopoly of two giant OS companies,” as Ishihara puts it, people are used to “an established design language and graphic style,” which makes it harder to deliver a bespoke GUI experience.
are you not entertained? Software build, displays and connectivity may have brought significant change to the way GUIs are designed, but access to films and television shows remains a top priority for passengers. As Wicklund says, “Even though entertainment-on-demand systems have
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been on aircraft for almost 20 years, the most important items for passengers are still early-release movies and a map product.” Entertainment has traditionally been a passive experience, but the next evolution will likely give passengers more control and more opportunities to become active participants in the entertainment experience. “The more-flexible GUIs now enable mood filters and changes to the environment to match more closely with the user’s emotions,” say Abell and Allard, adding, “The entertainment is migrating from conventional on-demand movies, TV and audio into a more holistic view, listen and interact, which extends to added value content around destination information and live event-based content.” Still, as GUI designers work with software and hardware providers to deliver bespoke experiences like the ones described above, they should ensure that passenger interests are put ahead of the bright and shiny interactive opportunities. For WOI’s Sameer Tendolkar, when it comes down to it, designing a GUI is still all about getting the user experience right. “You have to create user interfaces that allow passengers to get a snapshot of what’s available on the system, and then they should be able to navigate.” It might not be sexy advice, but it might just be the key to passenger comfort, and that goal is as transparently obvious as great design.
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photo: Panasonic Avionics Corporation
Panasonic Avionics’ eX1 linefit IFE system for single-aisle aircraft includes high-definition monitors and capacitive touch handsets.
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Minimalism
Terminal Minimalism With a limited budget and resourceful ideas, Japan-based architecture firm Nikken Sekkei and creative agency Party transformed Narita International Airport’s Terminal 3 into a multifunctional destination in its own right. by Jessica Sammut | photography Kenta Hasegawa
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Y
ou’ve just arrived at an international airport. You take a look around the terminal. Duty-free shopping to the right, yellow-illuminated signage for baggage claim suspended from above, passengers wheeling suitcases along dated carpeted floors. While all international airports retain a unique sense of place, the experience from one airport to the next can feel very much the same. Step into the recently built Terminal 3 (T3) at Narita International Airport (NRT), however, and things feel different – perhaps even unusual. The design team behind T3 has taken careful and creative direction to ensure that passengers experience this difference as soon as they set foot in the 710,418 square-foot space. Rubber tracks lining the terminal floor replace typical airport carpet and tile; tarpaulin signs suspended from exposed metal beams replace conventional fluorescent signage; and walls made of wire mesh are found where you might expect glass.
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“We contributed to keeping the airport fees low for the low-cost carriers.” Chihiro Konno Party
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low-cost concept Opened April 8, 2015, T3 is NRT’s first new terminal in 22 years. Built for the rising popularity of low-cost carrier airlines in Japan, including Jetstar Japan, Vanilla Air, Spring Japan and Jeju Air, the project was completed in collaboration between architecture firm Nikken Sekkei and creative agency Party, in Tokyo. Directed by NRT officials to design the terminal with notions of function, excitement and informality in mind, the consortium faced the challenge of achieving this concept at minimum cost, approximately half the
Minimalism
amount allotted for NRT’s Terminals 1 and 2. But as highlighted by Nikken Sekkei’s Takao Goto, the concept of “low cost” is often equated with a negative experience. For the design team, the goal therefore became to transform that negative association into something exciting and novel for the passenger. To work around the limited budget, the design teams employed the concept of “more than two into one,” – in other words, making the design elements multifunctional. For example: “The running tracks that we implemented offer directional guidance as well as relief for walking feet,” explains Chihiro Konno, designer and art director at Party. “In place of illuminated signs, we created a sign design that allows for attaching mesh tarpaulin signs on the beams of the building.” The cost savings achieved through this approach were more than significant, considering a typical airport can have up to 300 illuminated signs at an average cost of over $8,000 per unit. That would have eaten up nearly $2.4 million of their $126-million budget. With those savings, the design teams were able to spend elsewhere. Other typical architectural features omitted included escalators, moving walkways and carpeting. “We contributed to keeping the airport fees low for the low-cost carriers,” says Konno. “Making the architecture and signage with the concept of ‘designs with a twist without spending a lot of money’ is connected to the message that low-cost carriers at this terminal are companies that >
Olympic Feeling
Running tracks serve as directional lanes for travelers, but the choice of color is also a subconscious wayfinding cue. Blue directs departing travelers to their gates by signaling the color of the sky.
Watch the designers discuss the project at
In addition to improving traffic flow and helping passengers navigate the terminal, the blue and red running tracks will build excitement for athletes and attendees leading up to the 2020 Summer Olympics. “When the time arrives for the 2020 Olympics in Tokyo, we look forward to seeing people from all around the world having fun walking on these blue tracks,” reads the Terminal3.jp website. Large windows and the predominantly white theme will also create a sense of spaciousness, which will be useful for the anticipated large crowds.
> APEX.AERO/MUJI
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Red running tracks reference the color of earth and soil for arriving travelers. RIGHT Muji’s natural oak furniture creates a casual and urbane ambience in the food court.
operate ‘with a twist without spending a lot of money,’” she adds. And for Narita airport officials – who have long been criticized for comparatively high landing costs – reducing landing fees is key to attracting low-cost carriers and, ultimately, increasing the airport’s stature as a hub for air travel.
Along with Nikken Sekkei, Party invited housewares giant Muji to custom-design furniture for T3.
muji furnishings Another crucial contribution to the terminal’s low construction cost was the choice of airport seating. “Narita International Airport had publicly called for Terminal 3 furniture. Party was envisioning furniture that is refined even at a low budget,” says Konno. Along with Nikken Sekkei, Party invited housewares giant Muji, a subsidiary of lifestyle brand Ryohin Keikaku, to customdesign T3’s furniture. As Muji’s Naoko Yano explains in Party’s production video, the project’s minimalist yet functional design concept is directly in line with the Muji brand. The consortium envisioned sofas for
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the waiting lounges and wooden tables for the food court. Completed under the supervision of Herman Miller designer and Muji advisory board member Naoto Fukasawa, the terminal furniture includes 400 natural oak food court chairs with matching tables, and approximately 400 sofa benches in calminducing hues of green, blue, mocha and white for the nine total gate waiting areas. “The Muji sofa benches that were designed specially for this terminal offer relaxation for sitting as well as lying down to low-cost carrier passengers, who tend to spend long
hours waiting into the night,” says Konno. A modified take on Muji’s “footed mattress,” the armrest-free and wide-base design of the sofa bench offers passengers the option to lie down comfortably. To allow for even greater comfort, the entire sofa bench, including the backrest, is cushioned with the same material Muji uses in its mattress. The natural oak furniture – imported from regions in North America with growth rates that exceed cut rates – adds to the terminal’s casual feel. Simple and modern, the wood changes to a deeper, amber-like color over time. >
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Read more about the widespread use of Frutiger in airports on page 170.
Terminal Type In the design brief, officials at Narita International Airport requested “fonts that match existing fonts to prevent confusion among users who are traveling from Terminal 1 or 2.” Although Rodin and Helvetica were the signage fonts of choice in the first two terminals, the design team proposed new fonts to complement their modified pictograms. “Ultimately, we decided on particularly legible fonts, Shin Go for Japanese and Frutiger for English, and no borders for the pictograms,” explains Party’s Chihiro Konno. “Frutiger is a font created for airport signage and is precise like symbols. It is implemented at airports and on traffic signs around the world. In Japan, Tokyo Metro also uses it.”
wayfinding cues Furniture aside, T3’s undeniably unique feature is the wayfinding experience Party designed for travelers. In place of moving walkways and signs, a system of blue and earthy red pathways, resembling running tracks, line the floor of the terminal. An idea brought to the table by Party, the running track concept was rejected four times before they managed to convince NRT officials it was the best solution for the 1.5-kilometer walk required to get to the terminal. “By color-coding the running tracks with blue and red, travelers are able to discern between departure and arrival at
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first glance,” says Konno. And the gum-chip surface of the tracks “turns tiresome long-distance walking into exciting walking experiences that are easy on the feet,” she adds. And while travelers are likely to first notice the terminal’s tracks, they may not make the connection between the track colors and passenger direction: blue, the color of the sky, for departures; and red, the color of earth and soil, for arrivals. To further enhance intuitive navigation within the terminal, Party implemented bold pictogram signs on what they refer to as “key
walls”: identified wall spaces that are most visible to travelers as they walk through the terminal. Pictograms also appear along the running tracks, indicating baggage claim, ground transportation and distance, in meters, to the next terminal. “Our favorite aspect is that we were able to transform a negative into a positive with the power of design,” says Konno. And with the approaching Tokyo Summer Olympics in 2020, NRT can proudly welcome visitors to Japan with an exciting and unique airport terminal design.
An empty baggage carousel underscores the team’s spartan approach to the terminal’s design.
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Q&A
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“
Suitcases are like shoes – they’re an accessory that you carry based on purpose and mood.
”
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> Fast Facts Location:
DFW
Favorite Hotel:
The Singular Patagonia, Puerto Bories
Passport stamp you wish you had:
Nepal
Alice Liu
The future of flight will be:
Effortless
Managing Director, Customer Experience Strategy, Planning and Development American Airlines
photo: Courtesy of Alice Liu
Alice started her career with American Airlines in 1998. She began serving as managing director of Onboard Products in 2010 and has recently transitioned to an expanded role of managing director of Customer Experience Strategy, Planning and Development. Alice has a long history of community involvement in Dallas and is especially passionate about minority and women’s initiatives in her local community.
To read Alice’s full Q&A, please visit us online at > apex.aero/ aliceliu
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W
hat is your favorite aircraft? American Airlines’ 777-300. It was my first aircraft program (or my “firstborn”) as managing director of Onboard Products and the launching point of American’s fleet modernization initiative. We’re taking delivery of two new planes a week on average in 2015. We’re also in the process of redesigning and refreshing numerous other current aircraft fleets to elevate our in-flight customer experience. Something only people working in the airline industry would understand? The ups and downs of flying standby. It’s better than Six Flags’ roller coaster. I remember flying my whole family (including my husband-to-be and myself) to our wedding in Banff, Canada, during the peak season. That was an adventure. Two things that you miss most about home when you’re traveling? Jasper, my sweet long-haired dachshund, and my mom’s cooking. My family still gets together every Sunday to enjoy a 10-plusdish feast prepared by my mom. Can I name three things? I don’t think my husband would be too happy if I don’t include him in the mix. What’s the one item you can’t travel without these days? Bose QuietComfort 20i Acoustic Noise Cancelling headphones.
The best meal you’ve ever had during a flight? I loved airplane food growing up and could not get enough of it. I used to ask for second servings. What’s the most efficient way to pack a carry-on suitcase? Establish a packing checklist for carry-ons. This way you know the items will fit and you will never miss another item. Your favorite brand of suitcase? Suitcases are like shoes – they’re an accessory that you carry based on purpose and mood. Rimowa for the sleek and modern look; Black Tumi for the understated and effortless travel experience. The career path you considered but never followed? Investment banker. Craziest travel experience? We need to have drinks together to have this conversation.
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Dreamliner
Build Your Own Dreamliner Boeing’s Dreamliner Gallery in Everett, Washington, gives prospective airline customers a hands-on opportunity to explore all of the airliner design possibilities they can dream of. by Howard Slutsken | photography Jeremy Dwyer-Lindgren
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t Mock Air, APEX’s unofficial carrier, we’re all about the #PaxEx. At least we would be, if we were an actual airline with real aircraft. But one can never be too prepared, so we recently spent a morning at Boeing’s Dreamliner Gallery to think about fitting out the interiors of our fictional fleet of 787s.
enter the showroom The 54,000 square-foot facility has been open for eight years, and was a “paradigm shift in our interaction with our customers,” says Dan Olson, Dreamliner Gallery manager. “Before this facility existed, Boeing would send documentation to the airline, just a big manual with listings of things. It took a long time, a lot of back and forth, and no real synergistic interaction. The showroom opened to show off [the catalog of] products for the 787, but it’s a lot more than that.” 116
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Located near Boeing’s massive widebody commercial aircraft plant in Everett, Washington, the Dreamliner Gallery provides a private and secure space for airline executives to choose the interior elements of their 787s. In deciding on everything from the forward lavatory to the aft galley, airline teams might visit the gallery numerous times, in a process that can start more than two years before the planned delivery of a new Dreamliner. “We tried to develop a space for our customers to be quite comfortable and really focus in on the conversation of configuring their airplanes,” says Kent Craver, regional director, Cabin Experience and Revenue Analysis. Airline customers set up in one of two “Home Base” suites of rooms, which include a large lounge area, a fully connected, high-tech boardroom and a private office. >
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The foyer of the Dreamliner Gallery mirrors Boeing’s “Sky Interior Design” philosophy of the 787.
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BOTTOM Design boards show cabin variations in colors, fabrics, patterns and textures. RIGHT Visitors can see their preferred materials in a different light inside the fully LED-equipped cabin mock-up.
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“We’ve got it all under one roof, and you can try everything out side by side.” Dan Olson Boeing The gallery reflects Boeing’s “Sky Interior Design” philosophy, which began with the 787, and now includes the 747-8 and 737, and upcoming 737MAX and 777X interiors. Visitors enter the gallery through a low-ceilinged, jetway-like anteroom that opens into a dramatic, arched foyer. The foyer mirrors the cathedral entry that passengers may experience when entering a Dreamliner. Other design elements of the 787 program, including the iconic crescent logo, are found throughout the gallery. Art deco-style posters featuring classic Boeing aircraft are strategically placed, along with comfortable seating areas and private rooms, where airline teams can meet with equipment suppliers. And there’s a large display with a Dreamliner model for every airline customer set up in an undulating wave, led by launch airline ANA’s 787-8.
galley & lavatories Our first stop was the Galley & Lavs showroom. It was a bit surreal to see disembodied lavatory modules and galley rack units, all beautifully lit and sitting out in the middle of the showroom. Along one wall is a long, curving display of every galley appliance and cart that’s been “pre-qualified” for the 787. It can take two years for a galley fitting to be certified for an aircraft, with testing required down to the component level, so having a wide selection of items in the 787 catalog makes the process far more efficient. Off to the side is what Olson calls the “Iron Chef” kitchen, with multiple power and water hookups so all of the fully functional display appliances can be tested. “We’ve got it all under one roof, and you can try everything out side by side – anything from convection, steam and microwave ovens to water boilers and coffeemakers,” he says. > Airline Passenger Experience Association
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Continue the Dreamliner tour digitally at In April 2012, Boeing took their third Dreamliner, ZA003, on a Dream Tour, showcasing a special interior designed to highlight the airliner’s unique cabin features to customers around the world.
> APEX.AERO/ DigitalDreamliner
A 787 cabin mock-up is in the next showroom, where airlines and Boeing engineers can test out new seats, configurations and cabin fittings. Craver explains that an airline might have a new first-class seat, so Boeing’s team would create a foam, dimensionally accurate copy of the seat, then check how the seat affects passenger flow in the aisle, for example.
color & materials
The kitchen is also equipped with an audio system that reproduces the sound profile in a flying 787, cycling through the sound in the forward, middle and aft galleys. So, for example, a trash compactor could be tested out with the customer better able to understand the perceived noise the appliance would generate during flight.
photo: boeing
seats & ife Next up was the Seats & IFE (in-flight entertainment) showroom. Rows of seats are lined up for airlines to test. “We have catalog seats that any airline can come in and select, that are pre-certified. The lead time on a catalog seat is going to be quicker,” says Olson. If an airline decides to go “off catalog” and develop its own passenger seat, it becomes Buyer Furnished Equipment (or BFE in Boeing parlance). The development and manufacture of Airline Passenger Experience Association
the new seat have to be carefully worked into the aircraft production schedule. Olson and Craver see a trend in cabin configuration away from first class, to a three-class cabin configuration with business and economy augmented by premium economy. The showroom includes economy, premium-economy and businessclass seats of different configurations. Not surprisingly, there aren’t any first-class seats in the showroom, given the bespoke nature of airlines’ first-class offerings. IFE systems from Thales and Panasonic are on display, each with a selection of functional screens. Although wireless IFE is coming, Craver notes, “There’s still a strong desire for long-haul embedded systems, especially in premium cabins, and the screens are still getting larger, even in economy. We’ll continue to see it evolve.”
Airlines might spend a lot of time in the Color & Materials showroom, put together by Boeing’s decades-long design partner, Teague. Fabrics, yarns and color panels can be tested in the lab’s three-row cabin section, which is equipped with the 787’s LED lighting system. The RGBW system of red, green, blue and white LEDs can be programmed in an almost infinite number of ways, “painting” the neutral white-and-gray base color palette of the Dreamliner. Airlines have also tested dinnerware, and have even checked the appearance of food, under different lighting profiles. Furnishings follows next, which includes cabin dividers and other fittings, as well as crew seats and safety equipment. Crew Rest & Flight Deck is the final showroom, with examples of the above-cabin crew bunk rest areas, and a full-size flight deck representation, with non-functional instruments and controls. Boeing recognizes that airlines will have varied fleets, perhaps with similar interior designs and seating. Craver explains, “Your brand promise will always be the same, but our goal is that it will always be a better experience when it’s on our airplane.” So, while we want that experience to be perfect, it’s clear that designing the interior of a new 787 takes a lot longer than a morning. But just like at Mock Air, it’s great to know that at Boeing’s Dreamliner Gallery, “It’s all about the #PaxEx.” volume 5, edition 5
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The Brands That Bond Us Interweaving brand identities is a delicate process that goes well beyond the surface elements of new liveries and logos.
Photos: Courtesy of Teague, Landor Associates and Futurebrand
by Marisa Garcia
Airline Passenger Experience Association
> Devin Liddell Principal Brand Strategist
> Peter Knapp Global Creative Officer
> Christopher Nurko Global Chairman
Teague
Landor Associates
FutureBrand
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viation has been shaped by its mergers and acquisitions, giving birth to many of today’s iconic airline brands. The introduction of alliances has helped independent airlines around the world appeal to customers by offering them extended global networks with the benefit of services in common. Some airlines, like American Airlines and US Airways, and United and Continental, have joined two strong brands in a new,
unified brand identity. Others, like Latam Group, the union of LAN and TAM, maintain independent governance and operations through integration. Under the International Airlines Group, British Airways, Iberia and Vueling, and recently Aer Lingus, maintain separate identities and operations, but share benefits of joint operations. Etihad Airways and Alitalia, a partnership through acquisition, set standards to ensure a consistent passenger experience while
“Mergers and acquisitions are tough on airline cultures.” Devin Liddell Teague
Airline Alliances Star Alliance
SkyTeam
oneworld 20,000
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Daily Departures
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preserving each airline’s unique brand. Similar standards for passenger experience are set by the major airline alliances, including Star Alliance, SkyTeam and oneworld. But coming together poses challenges, both internally and externally, and the benefits of a well-formed union can be lost in the controversies of a poorly formed new brand. Getting it right requires subtlety and expertise, which is why we reached out to the best in the field to learn their secrets.
brand unity Devin Liddell, principal brand strategist at Teague, believes a clear corporate mandate helps build a unified brand from within. “Mergers and acquisitions are tough on airline cultures, and those cultures are often the defining characteristic of an airline’s brand. With airlines, if you mess with the culture, you mess with the brand. “From a brand strategy perspective, mergers and acquisitions create cultural tensions – between ‘our’ way and ‘their’ way, and between who we were and who we’re becoming. These tensions can only be reconciled through leadership and design. Leadership for moving the culture forward, and design for creating those tangible, irreplaceable artifacts that inspire a sense of belonging and renewed sense of mission.” >
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Liddell also offers a radical model as an example of solid team building: “This might sound strange, but I think one of the better models for thinking about mergers and acquisitions in a way that delivers absolute organizational clarity and a profound sense of belonging comes from outlaw motorcycle gangs. When one of those groups merges with another, it ‘patches over’ and the message from leadership is super-clear: Go all-in with us or hit the bricks. This is what airline employees
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a family affair Peter Knapp, global creative officer at Landor Associates, describes the bonds between partnership and alliance brands as a family affair. “As in life, a true partnership needs to be based on mutual respect, clarity and shared goals. It is likely that both parties will have areas of expertise and knowledge that can be leveraged for mutual benefit. “A recognition that there can be back-ofhouse economies made by rationalizing systems and operations can result in far superior customer experiences and drive overall success. It is also critically important not to create some sense of ‘faux monoculture,’ where a lowest common denominator culture pervades and ultimately infuses into the customer experience and perception. Rarely would it be appropriate for the two partners to merge and become one brand, outside and in. If this happens, the likelihood is that the answer will be bland and so will the image and delivery of outward-facing products and services.” > Airline Passenger Experience Association
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want, too. They don’t want a bunch of corporate platitudes. They want to belong to the new brand, and they want to be on the same page with their new coworkers about their new mission, about what they stand for. And then the design artifacts – from uniforms to liveries – bring to life that new, mutual mission that every member owns in a very personal way.”
cocreators Christopher Nurko, global chairman of FutureBrand, emphasizes the importance of clear communication. “Brand cohesion depends upon co-creation: the purposeful and meaningful involvement of all stakeholders in the story of the brand, and the innovation or delivery of what it means. The best mergers are ones in which, via participation and communication, the brand purpose, vision, values and experience is explained and developed.
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union benefits Discussing the benefits of uniting, Knapp says, “Whilst assessing the partnering airlines’ individual assets, it is also possible to derive a new shared touch point or two that is clearly a benefit of the new union. In fact, this is the holy grail that the major airline alliances have all sought but never delivered. If it can be identified and clearly delivered, the benefit of the new union becomes even more tangible to customers and staff alike.”
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Whether through mergers or strategic partnerships, airline alliances are constantly evolving. The alliances reflected in these illustrations are based on data from the respective alliance websites, captured July 2015.
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“A new brand identity must be based upon a new or improved entity offer or experience.” Christopher Nurko FutureBrand “Innovation in customer service, products or experience demands integrated perspectives: from passenger service touch points through to engineering and operations. “Bring all stakeholders on the journey of integration. Keeping everyone informed in an honest and transparent manner helps prevent false expectations, rumors, speculations and misrepresentations. It ensures management sets the agenda. “A new entity and a new logo seem to always go hand in hand, but the tail does not wag the dog! A new brand identity must be based upon a new or an improved entity offer or experience. Using the logo to try to make everything seem better, newer, brighter or different, to explain a merger or combination, is a superficial exercise.”
storytelling Nurko also points to the value of brand storytelling as the world meets the new organization. “The most successful mergers or integration stories must tell their story via the customer journey and experience. At all touch points, from sales and marketing to passenger experience in flight and after, it is critical to be consistent. When a critical tipping point is reached in which the new entity has more momentum than the two old or separate entities – or when the portfolio of brands has distinct and clear ‘swim lanes’ that demonstrate their reason for being – then, and only then, should brand design and communications begin to be used for external differentiation in the form of integrated communications.” volume 5, edition 5
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Challenges are often what create the best highlights. Getting to travel, experience new cultures ... makes this business a good experience.
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> Fast Facts Location:
LGB
Frequent Flight:
LAX-LHR
Favorite Aircraft:
Dominic Green
Concorde
Passport stamp you wish you had:
USSR
The future of flight will be:
Individual
Executive Vice-President, IFD Americas Inflight Dublin
photo: Mehran Torgoley
Dominic’s career in in-flight entertainment (IFE) began in 1996 at British Airways. He went on to spend over 13 years at Spafax, most recently as VP of Sales and Marketing, before joining Thales as senior director, Content Business. In 2015, he moved to Inflight Dublin to lead the delivery of IFEC solutions in the Americas. Since 2009, he has served as secretary on the WAEA/ APEX Board, and has chaired several committees.
To read Dominic’s full Q&A, please visit us online at > apex.aero/ dominicgreen
Airline Passenger Experience Association
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id you choose the airline industry or did it choose you? A bit of both, really. My family moved to Zambia when I was very young and we traveled extensively within the region, as well as back and forth to the UK. The travel bug bit me early on and I’ve been flying regularly ever since. I always wanted a job in the airline industry and have to admit to being a bit of a plane spotter. I eventually lucked out when a friend working at BA referred me for a position there quite early on in my career and I’ve never managed to escape to a real job since then. What are the challenges with being a supplier to airlines? What are some of the highlights? The biggest challenge is getting to understand the many different cultures and expectations, both at a company level, but also personal. You think you’ve worked out what the airline’s requirements are, but the individuals you deal with often have a different take on what’s important to them and you have to balance both sets of needs. But those challenges are often what create the best highlights. Getting to travel, experience new cultures and make new friends in distant places is what, most of the time, makes this business a good experience.
Something that never ceases to amaze you in your industry? I know this seems a bit cheesy but it’s probably the genuine friendliness and support that you get from so many people throughout the industry. Even between competitors it’s often a friendly rivalry and most people know when to cooperate and have some fun. What do you think is the most overlooked aspect of the passenger experience? Toilets. Every now and then you come across something that tries to make the experience of using a bathroom on an airplane a bit better; for example, the faces on the windows on Air New Zealand, or the constant cleaning up by the crew on THAI, but even up [at] the front of the plane they are generally pretty horrible. Your top three films of all time? The African Queen, The Jungle Book and Borat. Favorite APEX conference of all time? Durban, 1998.
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Travelogue
Astro Boy There is a growing interest in astronomical tourism – where passengers take a flight specifically to witness events such as eclipses and meteor showers from a vantage point at 30,000 feet above the Earth’s surface. Astrophotographer Colin Legg shares his passion for the skies, and what it’s like to capture striking images through a cabin window. by Colin Legg
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have have been fascinated with the night sky as long as I can remember. Observing and photographing Halley’s Comet 30 years ago from our backyard in Melbourne is a still a memorable event. In those days there were no fancy digital single-lens reflex cameras; we used film and needed the patience to develop it to see what nuances the pictures revealed that the naked eye could not otherwise see. Comets are of particular interest as they are one of the origins of meteors. They leave in their wake a stream of debris which is largely made up of particles finer than sand. When the Earth passes through such a trail, the fast speed of the particles imparts a lot of energy as they collide with the atmosphere. We see this as a flash of light as they burn up – what many of us call shooting stars, but are, in fact, meteors. (If a larger particle happens to make it to the Earth’s surface then it’s called a meteorite). The bigger the particle, the bigger the flash. Occasionally they are even bright enough to
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be seen in daylight, as evidenced recently in Russia.
meteor tracking Since the orbit of the comet is well known, it is possible to predict in advance when it will intersect the Earth’s orbit. All meteors radiate from this intersection, known as the radiant. You are more likely to see meteors in the quadrant of sky surrounding the radiant, so it is a good place to point your camera. Capturing meteors in a photograph is like imaging lightning; the shutter need only be open long enough to capture the event. How much meteor light your camera captures is determined by its aperture and ISO. Pupils dilating at night to improve night vision work exactly like aperture blades in your lens: The wider the opening, the better. The second factor, ISO, is a measure of how sensitive the camera sensor is to photons of light. The higher the number, the more sensitive and the more photons captured. Increased sensitivity, however, has a downside, as it’s
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Escaping clouds is one reason to consider airborne astrophotography. Another is less absorption of starlight.
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Travelogue
in-flight photography
LEFT Eta Aquarid meteor shower with meteors streaming from the radiant. ABOVE Alpha Centaurid meteor shower at new moon.
more sensitive to random noise, which can overwhelm what you are trying to capture.
escaping the clouds Digital cameras are becoming so sensitive that now astrophotographers are able to take photos at ISO settings never dreamt of in the days of film. Add help from noisereduction software and even the amateur can produce spectacular pictures of the night sky. But this all depends on having a cloud-free sky. Clouds are the bane of an astrophotographer’s life. I’ve lost count of the number of times I’ve driven hundreds of kilometers to escape the light pollution of the city for a celestial event, only to be thwarted at the last minute by wispy clouds or smoke haze from bush fires. The best planning is still prone to the whims of Mother Nature. Escaping clouds is one reason to consider airborne astrophotography. Another is less absorption of starlight across the electromagnetic spectrum as you climb Airline Passenger Experience Association
toward thinner air. NASA was onto this in the 1970s with the Kuiper Airborne Observatory (KAO). The KAO, a modified Lockheed Starlifter, was responsible for several important discoveries. Airborne observations continue today, although the KAO has been superseded. Being airborne also provides a completely different perspective for events like total solar eclipses. Over the years there have been many flights specifically for eclipse observation. It’s reported that in 1887 Dmitri Mendeleev used a hydrogen balloon to get a better view of a solar eclipse on a cloudy day. On June 30, 1973, Concorde 001 intercepted the path of the eclipse over Africa. The scientists onboard were party to a rare and grand perspective of the eclipse’s shadow racing across the Earth’s surface. Only a supersonic jet could keep pace with the shadow and it allowed them to view for over an hour what lasts a mere few minutes on Earth. Chasing eclipses from private or commercial jets is very popular to this day.
While there are viewing advantages from an airplane, capturing a star-filled sky with sharp landscape is still quite challenging. Moon-free starscapes from the ground usually require exposures of 10–30 seconds, but in flight, air turbulence and plane motion typically limit you to one second or less. Only very recently have camera/lens combinations become sensitive enough to achieve this. On a recent flight from Melbourne to Perth I had the opportunity to try my hand at in-flight meteor photography. The Alpha Centaurid meteor shower was active and the moon was new. I booked an overnight flight home and chose a south-facing window seat near the back of the airplane. While good planning is essential, there are some things besides the weather that you cannot control. Compliant fellow passengers are one. You don’t want to be next to the ones that insist on kneeing your seat or jostling for position on the armrest. Fortunately, I had three seats to myself so I could spread out. Prior to the flight I fashioned a hood from black felt to block as much interior light as possible. Once onboard, I mounted the camera on a small tripod, placed the hood over it, cut a small hole to reveal the screen and taped the edges to the window frame. Strangely, no one asked me what I was doing. With the lens pushed firmly against the window and the tripod wedged beneath the armrest, I set the camera firing at one frame per second. I had the camera pointed south toward the Small Magellanic Cloud with the Alpha Centaurid radiant out of frame to the left. In the 20 minutes of smooth flying, I captured four meteors that could be traced back to the radiant. I also captured three others with random orientations, a number of satellites, some green-banded airglow and hundreds of stars. Had the other passengers been aware of what was out their window, perhaps they too could have appreciated the wonder of a meteor. volume 5, edition 5
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2016-2018 EXPO Dates: 2016 – Singapore 24-27 October 2017 – Long Beach, CA USA 25-28 September
Tweeting from one of our upcoming events? Be sure to use the designated hashtag so other members can join the conversation!
2018 – Boston, MA USA 24-27 September
next up: The Innovation Issue 2015: volume 5, edition 6
Airline Passenger Experience Association
illustration: freevectormap
Few industries drive innovation forward with the vigor of the aerospace industry. From eye-tracking technology to the science behind a perfect in-flight cup of joe, there’s no space in the passenger experience that has escaped innovative improvements. Other stories explore advances in taxi technology, R&D at Thales and Airbus, and a very personal in-flight magazine. We also touch base with larger-than-life entrepreneur, Sir Richard Branson. And stay tuned for coverage of the passenger experience industry’s biggest event, the APEX EXPO.
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APEX Heads to Singapore for APEX Asia Conference
APEX has made huge inroads into Asia in the last few years, and we’re building on our momentum November 3-4 with the 2015 APEX Asia Conference in Singapore! “The Asian market is like no other on Earth, and we’re giving APEX members the opportunity to learn from the locals and make key business contacts,” says Lauren Beneri, director of programs and services for APEX. “With events like these, APEX continues to be the most important industry-driven group devoted to the entire passenger experience – at every corner of the globe.”
At the APEX Asia Conference, attendees will have exclusive access to: >> Two days of education sessions covering trends, strategies and new technologies >> Leading industry experts discussing passenger behaviors, IFE, catering, connectivity and more >> Valuable exchange of ideas, industry information and best practices in the comprehensive exhibit area >> Opportunities to network with regional and global members
In addition to the upcoming conference, APEX will return to Singapore for EXPO in 2016. Stay tuned for more information about conference presentation topics and speakers, as well as registration details. For additional information, contact Lauren Beneri at lbeneri@kellencompany.com or T 1 212 297 2155.
Are you interested in presenting at an APEX event? Is there a topic you would like discussed? This is your chance to get involved! Proposals are accepted year-round via the online submission form found at apex.aero/events.
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Daily Experience Newsletter The new official Daily Experience APEX newsletter combines the best of the daily SmartBrief news aggregation with the insights and association news found within the former Weekly Connection. APEX members now receive one streamlined newsletter to their e-mail inbox.
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Daily industry news from a variety of esteemed sources
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Lifetime Achievement Award APEX is proud to honor industry leaders who have dedicated their lives to the enhancement of the passenger experience and advancing the industry with the Lifetime Achievement Award. The Lifetime Achievement Award is presented to an individual member whose longterm efforts, dedication and sustained commitment has supported the organization.
rick warren From his days at Sony Trans Com (now Rockwell Collins), where he managed all aspects of programming and media delivery for more than 100 airlines worldwide, to becoming the leader of Post Modern Group, Rick has always enjoyed working in the industry. President of Post Modern Edit since 1998, he grew the company from a small post-production facility into the multimillion-dollar company, Post Modern Group, which was acquired by GEE, where he served as senior vice-president of content. He left GEE this March to pursue other interests. In addition to his professional accomplishments, Rick even created a way to highlight people in the industry with PME
Rick Warren
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“Rick Warren has contributed to this association for many years and has been a great friend to us in the industry. It is truly an honor to see Rick receive our Lifetime Achievement Award.” Alfy Veretto, APEX President
APEX Awards Ceremony The APEX Awards will be handed out at this year’s APEX Awards Ceremony on Monday, September 28 during the APEX EXPO in Portland, Oregon. This formal event will include cocktails and gourmet appetizers. For more information, see page 27 or visit apex.aero.
Airline Passenger Experience Association
photos: courtesy of rick warren, mary kirby and steve harvey
“I’m honored and humbled that my industry peers think highly enough of me to recognize me with the Lifetime Achievement Award. I am truly thankful for the triumphs and successes we have all enjoyed together – whether as colleagues, vendors, clients or competitors. This continues to be a dynamic and exciting industry, like most of the people in it – and I look forward to what the future may hold.”
Interview. Using the resources at PME, he was able to create a video series that kept us informed about the people and trends of our industry, allowing even the littleknown individuals in our industry to have an opportunity to share what they have accomplished. Now, relaunched as GEE Spotlight, the interview series will continue into its seventh year. Rick has always supported the APEX Association with a variety of initiatives and sponsorships. From video and audio production for the EXPO, awards and TV Market events, to hosting meetings – no matter how big or small, when APEX makes a request, Rick has always been eager to help.
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Outstanding Contribution Award Each year, the APEX Board of Directors selects an individual whose contributions, innovations or leadership has generated a significant and fundamental improvement to the nature of airline in-flight entertainment and communications or overall passenger experience. This year, two members are being celebrated with the award.
“Both Mary and Steve have been instrumental in educating us in the trends and people in the industry. These are very deserving industry colleagues, and I want to personally congratulate and thank them for what they have done and continue to do for our industry and association.” Alfy Veretto, APEX President
mary kirby Mary has covered the aviation industry for over 17 years as both a journalist and an editor. After cutting her teeth at a weekly airline newsletter, Mary joined Flightglobal in 1999, and by 2007 was senior editor at its weekly title, Flight International magazine. She was also proprietor of Flightglobal’s highly regarded Runway Girl blog. In 2013, Mary launched Runway Girl Network, which delivers news and intelligence about the airline passenger experience industry, and serves as a platform for highlighting the achievements of women in aviation and celebrating diversity across the industry.
steve harvey In 1979, Steve was working as a radio news reporter in London. Recognizing the potential for customized in-flight entertainment (IFE) he formed Inflight Productions (IFP) with Doug Moffitt. Launch customers Laker Airways and British Caledonian were soon joined by British Airways, KLM, Cathay Pacific, Singapore Airlines, Virgin Atlantic and Emirates. By 2006 IFP had become the largest privately owned provider of IFE at which point the directors accepted an offer to sell the company to Advanced Medien. Doug eventually retired and Steve left to join PME. He is now a senior account director with GEE responsible for the Emirates account.
“I am naturally thrilled to receive the APEX Outstanding Contribution Award, which I would like to dedicate to all the many interviewees who have taken part in the program over the past five years. Thank you.” Steve Harvey
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IFSA President’s Letter of public health, safety and security. This year, our Government Affairs and Education Committee (GAEC) will release an updated version of the World Food Safety Guidelines with input from airlines, caterers and suppliers. The committee is also developing solutions for members regarding recent European Union allergen labeling regulations and subcommittees of the GAEC are being considered to provide more support to IFSA members worldwide. I encourage you to get involved in one of IFSA’s committees and make your voice heard. Contact IFSA headquarters at T 678-2981181 for more information. Thank you, and I look forward to seeing you in Portland!
“I encourage you to get involved in one of IFSA’s committees and make your voice heard.”
Sincerely, > Pam Suder-Smith President International Flight Services Association
photo: IFSA
The 50th International Flight Services Association (IFSA) Annual Conference is rapidly approaching, and we would love your help in celebrating this milestone. For the sixth consecutive year, IFSA and the APEX will partner to host the 2015 APEX/IFSA EXPO, September 28–October 1, in Portland. For 50 years we have been united as a common voice for the industry, providing opportunities for dialogue, collaboration, professional development and advocacy. Moving forward, I know we can make the coming years even better. I’m very excited about the work we have been doing recently and what we have on the agenda. Opportunities for networking and knowledge sharing are a key advantage of IFSA membership and we offer them in a variety of formats beyond the conference. This year, IFSA is coming to a location near you with new regional networking events. Look for one in your area in the future and get to know your local colleagues. IFSA works diligently on behalf of the industry to maintain dialogue with regulatory bodies worldwide toward the common goal
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Meet Our Keynote Speaker for EXPO Matt Tenney, a social entrepreneur and the author of Serve to Be Great: Leadership Lessons From a Prison, a Monastery, and a Boardroom, will join us at the conference as our keynote speaker. Matt is a consultant with the prestigious Perth Leadership Institute and works with companies, associations, universities and nonprofits to develop highly effective leaders who achieve lasting success by focusing on serving and inspiring greatness in the people around them.
IFSA Addressing EU Allergen Labeling The IFSA Government Affairs and Education Committee (GAEC) met in Frankfurt, Germany this year with interested parties to address a European Union (EU) allergen labeling regulation impacting the industry. Each EU state has the ability to request specific items appear on labels, which creates the potential for confusion. The IFSA group is looking at opportunities for allergen labeling standardization including specific codes, processes, training and procedures. To learn more about these important initiatives and help your company navigate the regulations, come to the GAEC session to be held during the 2015 IFSA Annual Conference. Visit ifsanet.com for more details.
Retail inMotion Joins IFSA Innovation Pavilion We are excited to announce that Retail inMotion will be a part of our Innovation Pavilion at EXPO in September. The Innovation Pavilion is a solution-oriented platform that speaks to the issues airlines are experiencing. If your company has a new idea or offering for the industry, showcase it here! Contact Emily at T 1 678 303 3019 to learn more.
Thank you to our 2015 EXPO exhibitors and sponsors! Sponsors:
Exhibitors: HACO & The Coca-Cola Company North Star Connect Delyse Southbend AMI Inflight WESSCO International McGuire & Associates gategroup En Route Orvec Overhill Farms
MARFO
AMI Group
Sunberry Limited
AMKO Group International
Leahy Great Western Beef Clearwater Seafoods King Nut Companies B4 Products Michael Lewis Delta Air Lines Hawaiian Airlines HACOR Inc. Intervine
AUI Fine Foods B4 Products
Eli's Cheesecake Company Flying Food Group FORMIA Airline Supplies France Delices
Leahy/ IFP Libbey, Inc. McGuire & Associates Michael J. Devine & Associates
Fresh Brew Coffee
Mother Parker始s Tea & Coffee
GAEC
MV Food & Services
Bunzl Distribution
Global Inflight Products
Optimum Solutions Inc.
Cambridge Security Seals
GP Concept Labs
Bay Valley Foods, LLC BeePee Group India Brown-Forman
Campione D'Italia Foods, LLC
Orvec Americas
HACO
PanSaver M&Q Packaging Corp
Hoppe USA
Pax International
Michael J. Devine
Chelsea Food Services
Intervine Inc.
PepsiCo
United Airlines
Conway Import Co., Inc.
ITW Envopak
Revere Packaging
DFMi
D.F.S., Inc.
John Horsfall
RMT Global Partners
Campione D'Italia, LLC
Delyse, Inc. DFMi
K&W Food Brokerage Services
S&S Food Group
Watermark FedEx Express
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What to look for in the months ahead
Coming Attractions w
45 Years
Director: Andrew Haigh Cast: Charlotte Rampling, Geraldine James, Tom Courtenay There is just one week until Kate Mercer’s 45th wedding anniversary and the planning for the party is going well. But then a letter arrives for her husband. The body of his first love has been discovered, frozen and preserved in the icy glaciers of the Swiss Alps. Distributor: Skeye Contact: Isabelle Bégin
photos: Skeye; © Copyright 2015 Hyde Park Entertainment, All rights reserved; Alan Markfield; ©2015 Marvel
* excluding Israel, UK, US, France, Australia, New Zealand
w
99 Homes
w
American Ultra
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Ant-Man
Director: Ramin Bahrani Cast: Andrew Garfield, Laura Dern, Michael Shannon
Director: Nima Nourizadeh Cast: Jesse Eisenberg, Kristen Stewart, Topher Grace, John Leguizamo
Director: Peyton Reed Cast: Paul Rudd, Michael Douglas, Evangeline Lilly, Hayley Atwell, Judy Greer
Charismatic and ruthless businessman Rick Carver is making a killing by repossessing homes, gaming the real estate market, Wall Street banks, and the US government. He evicts Dennis Nash, who becomes so desperate to provide for his family that he goes to work for Carver.
In this fast-paced action comedy, Mike, a seemingly hapless and unmotivated stoner, has his small-town life turned upside down. Unbeknownst to him, he is actually a highly trained, lethal sleeper agent. As his secret past comes back to haunt him, he’s thrust into the middle of a deadly government operation.
Biochemist Dr. Hank Pym uses his latest discovery, a group of subatomic particles, to create a size-altering formula. Armed with an astonishing super-suit that shrinks in scale but increases in strength, con man Scott Lang must embrace his inner hero and help his mentor to save the world.
Distributor: Terry Steiner International Contact: Nadja Rutkowski
Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
Distributor: Jaguar Distribution Corp. Contact: France Capor * excluding US
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Assassination Classroom Director: Eiichiro Hasumi Cast: Ryosuke Yamada, Masaki Suda, Maika Yamamoto, Seika Taketomi When an enigmatic octopus-like creature suddenly appears, the government assigns the students of Class 3-E, the worst class in the prestigious Kunugigaoka Junior High School, with a secret mission to get rid of the mysterious alien. The reward is an astounding 10-billion yen to whoever succeeds.
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Director: Sriram Raghavan Cast: Varun Dhawan, Yami Gautam, Nawazuddin Siddiqui, Huma Qureshi, Radhika Apte and Vinay Pathak After his family is killed during a bank robbery, a man tries to avenge their deaths. Distributor: Eros International Media Ltd Contact: Prashant Gaonkar
Batkid Begins
Director: Dana Nachman On November 15, 2013, San Francisco was transformed into Gotham City where tens of thousands of people showed up in person and more than a billion people took to social media to cheer on Miles Scott, the young cancer survivor whose wish to be his favorite superhero for a day came true. Distributor: Warner Bros. Contact: Jeff Crawford
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Being Evel
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The Big Bee
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Big Game
Director: Daniel Junge Cast: Johnny Knoxville, Tony Hawk, Linda Joan Bork, Travis Pastrana
Director: Yukihiko Tsutsumi Cast: Yosuke Eguchi, Masahiro Motoki, Yukie Nakama, Go Ayano
Director: Jalmari Helander Cast: Samuel L. Jackson, Felicity Huffman, Jim Broadbent, Victor Garber
Millions know the man; few know his story. Academy Award-winning director Daniel Junge and producer Johnny Knoxville take a candid look at daredevil Evel Knievel, while reflecting on our voracious public appetite for heroes and spectacle.
A power company, prefectural government and media all receive warning that a remotely operated helicopter is hovering over a nuclear power plant. If the nuclear power plant is not taken offline within eight hours, the helicopter will be dropped. Making the situation more dire is a young child in the helicopter.
In the countryside of Finland, a young boy embarks on a quest to prove himself by spending 24 hours alone in the wild. When he discovers an escape pod from Air Force One containing the president of the United States, they must escape from hunters hot on their trail.
Distributor: Terry Steiner International Contact: Nadja Rutkowski * excluding Mexico
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Black Mass
Director: Scott Cooper Cast: Johnny Depp, Joel Edgerton, Benedict Cumberbatch, Kevin Bacon, Rory Cochrane, David Harbour In 1970s South Boston, FBI Agent John Connolly persuades Irish mobster James “Whitey” Bulger to collaborate with the FBI and eliminate a common enemy: the Italian mob. The drama tells the true story of this unholy alliance, which allows Whitey to become one of the most powerful gangsters in Boston history. Distributor: Warner Bros. Contact: Jeff Crawford
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Sparra has a solid job, an adorable fiancée, Paula, and already owns a modest house in the country. The only odd thing is that Sparra says little about his past – but that past is about to catch up with him and take control of his present. Distributor: Jaguar Distribution Corp. Contact: France Capor * excluding Canada, Australia, New Zealand
The Classified File
Director: Kwak Kyung-taek Cast: Kim Yun-seok, Yoo Hae-jin, Song Young-chang, Jang Young-nam
Set in the early 1950s, a young woman moves from small-town Ireland to Brooklyn, New York, where, unlike at home, she has the opportunity for work, a future and love. When a family tragedy brings her back to Ireland, she finds herself absorbed in a heartbreaking choice between two countries.
Veteran private detective Gil-young receives a request from the parents of a missing child to investigate their daughter’s abduction. After taking the case, Gil-young realizes he is not only dealing with an intelligent criminal, but also a hostile police department that is determined to keep him out of the investigation.
Distributor: Jaguar Distribution Corp. Contact: France Capor
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Descendants
Director: Kenny Ortega Cast: Kristin Chenoweth, Dove Cameron, Sofia Carson, Cameron Boyce, Booboo Stewart, Mitchell Hope In the united fairytale kingdom Auradon, Beast and Belle’s son and future king offers the teenaged kids of infamous Disney villains Maleficent, Evil Queen, Jafar and Cruella de Vil a chance to attend the elite prep school alongside the kids of Disney heroes. Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
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Director: John Crowley Cast: Saoirse Ronan, Domhnall Gleeson, Jim Broadbent, Julie Walters, Emory Cohen
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Director: Tony Ayres Cast: Sullivan Stapleton, Alex Russell, Jessica De Gouw
Brooklyn
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Destination Wedding w
Director: Nick Weiss Cast: Christian Cooke, Dan Gill, Victoria Gold, Anne Gregory, Genevieve Jones, Nate Lang A couple plans the perfect destination wedding, but the problem is that all of their friends from college are coming, and when this crew gets together, everything that can go wrong, will go wrong. Distributor: Paramount Pictures Contact: Joan Filippini
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Dil Dhadakne Do
Director: Zoya Akhtar Cast: Anil Kapoor, Shefali Shah, Priyanka Chopra, Ranveer Singh, Anushka Sharma
Diary of a Teenage Girl *
Director: Marielle Heller Cast: Bel Powley, Alexander Skarsgård, Christopher Melon, Kristen Wiig, Margarita Levieva
Like most teenage girls, Minnie is longing for love, acceptance and a sense of purpose. She begins a complex affair with her mother’s boyfriend. What follows is a funny and provocative account of her sexual and artistic awakening without judgment.
On a cruise to celebrate their parents’ 30th wedding anniversary, a brother and sister deal with the impact of family considerations on their romantic lives. Distributor: Eros International Media Ltd Contact: Prashant Gaonkar
Distributor: Sony Pictures Classics Contact: Rana Matthes * Australia, Caribbean Islands, Eastern Europe, Europe/German, Far East, Latin America, New Caledonia, New Zealand, Scandinavia, US, Wallis & Futuna; excluding C.I.S, but including Moldova
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Dope
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Director: Rick Famuyiwa Cast: Shameik Moore, Tony Revolori, Kiersey Clemons, Kimberly Elise, A$AP Rocky Malcolm is carefully surviving life in a tough neighborhood in LA while juggling college applications and the SAT. A chance invitation to an underground party leads him into an adventure that could turn him from being a geek to being dope, and ultimately being himself. Distributor: Paramount Pictures Contact: Joan Filippini
Dragon Blade
Director: Daniel Lee Cast: Jackie Chan, John Cusack, Adrien Brody, Choi Si-won When corrupt Roman leader Tiberius arrives with a giant army to claim the Silk Road, Huo An and his group of trained warriors teams up with an elite legion of defected Roman soldiers led by General Lucius to maintain the delicate balance of power in the region. Distributor: Emphasis Video Entertainment Limited Contact: Grace Lau
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Fantastic Four
Director: Josh Trank Cast: Michael B. Jordan, Miles Teller, Kate Mara, Jamie Bell, Toby Kebbell, Reg E. Cathey, Tim Blake Nelson Four young outsiders teleport to an alternate and dangerous universe which alters their physical form in shocking ways. Their lives irrevocably upended, the team must learn to harness their daunting new abilities and work together to save Earth from a former friend turned enemy. Distributor: Twentieth Century Fox Contact: Julian Levin
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Hitman: Agent 47
Director: Paul Weitz Cast: Lily Tomlin, Julia Garner, Marcia Gay Harden, Judy Greer, Laverne Cox
Director: Aleksander Bach Cast: Rupert Friend, Zachary Quinto, Ciarán Hinds, Thomas Kretschmann, Hannah Ware
Lily Tomlin is Elle Reid. Elle has just gotten through breaking up with her girlfriend when her granddaughter, Sage, unexpectedly shows up needing $600 before sundown. Temporarily broke, Grandma Elle and Sage spend the day trying to get their hands on the cash.
An elite and genetically engineered assassin, known only by the last two digits – 47 – of a bar code tattooed on the back of his neck, targets a young woman on the run from powerful and clandestine forces. The mission brings startling revelations about the lethal agent and his prey. This time, his number may be up.
Distributor: Sony Pictures Classics Contact: Rana Matthes * excluding Canada
Distributor: Twentieth Century Fox Contact: Julian Levin
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Hotel Transylvania 2 w
Director: Genndy Tartakovsky Cast: Adam Sandler, Selena Gomez, Andy Samberg, Steve Buscemi, Kevin James, Mel Brooks Everything seems to be changing for the better at Hotel Transylvania. Dracula’s rigid monsteronly hotel policy has finally relaxed, opening up its doors to human guests. But behind closed coffins, Drac is worried that his adorable halfhuman, half-vampire grandson, Dennis, isn’t showing signs of being a vampire. Distributor: Sony Pictures Releasing Contact: Rana Matthes
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Inside Out
Director: Pete Docter Cast: Amy Poehler, Lewis Black, Mindy Kaling, Bill Hader, Phyllis Smith
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Director: Maya Forbes Cast: Zoe Saldana, Mark Ruffalo
Cam struggles with manic depression. When he has a breakdown that lands him in a mental hospital, his wife Maggie and their daughters are forced to move into an apartment. When his wife enrolls in business school and asks him to look after their daughters, he realizes he may have found where he fits in.
Young Riley is uprooted from her Midwest life when her father starts a new job in San Francisco. Like all of us, Riley is guided by emotions that live in Headquarters, the control center inside our minds. But as Riley and her emotions struggle to adjust to a new life in San Francisco, turmoil ensues in Headquarters. Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
Distributor: Entertainment In Motion Contact: Lynda Harriss * including Canada
DISTRIBUTION rights codes
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Irrational Man
Director: Woody Allen Cast: Joaquin Phoenix, Emma Stone, Jamie Blackley, Parker Posey
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A tormented philosophy professor finds the will to live when he commits an existential act.
The Intern
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Director: Nancy Meyers Cast: Robert De Niro, Anne Hathaway, Anders Holm, Rene Russo, Andrew Rannells, Adam DeVine
Ben Whittaker is a 70-year-old widower who has discovered that retirement isn’t all it’s cracked up to be. Seizing an opportunity to get back in the game, he becomes a senior intern at an online fashion site, founded and run by Jules Ostin.
Distributor: Sony Pictures Classics Contact: Rana Matthes * Bahamas, Bermuda, Saba, St. Eustatius, St. KittsNevis, St. Maarten, US; excluding St. Maarten/Dutch
Distributor: Warner Bros. Contact: Jeff Crawford
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Jane Got a Gun
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Jurassic World
Director: Gavin O’Connor Cast: Natalie Portman, Ewan McGregor, Joel Edgerton, Noah Emmerich
Director: Colin Trevorrow Cast: Chris Pratt, Bryce Dallas Howard, Vincent D’Onofrio
Jane Hammond is a good girl married to one of the worst bad guys in town. When her husband turns against his own gang and returns home barely alive with eight bullets in his back, Jane knows it’s time to ditch the dress for a pair of pants and strap on her own gun.
The Jurassic World theme park has created a new genetically engineered dinosaur, the vicious and highly intelligent Indominus Rex. When the massive creature escapes, it sets off a chain reaction that causes the other dinos to run amok. Now, it’s up to a former military man and animal expert to use his skills to save the park and the tourists from an all-out, prehistoric assault.
Distributor: Jaguar Distribution Corp. Contact: France Capor
Distributor: Paramount Pictures Contact: Joan Filippini
* worldwide excluding US
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Madame Bovary
Director: Sophie Barthes Cast: Mia Wasikowska, Ezra Miller, Paul Giamatti, Laura Carmichael, Rhys Ifans, Logan Marshall-Green Gustave Flaubert’s classic story stars Emma Bovary, a young beauty who impulsively marries a small-town doctor to leave her father’s pig farm behind. But after being introduced to the world of high society, she becomes bored with her stodgy husband and seeks excitement outside the bonds of marriage. Distributor: Entertainment In Motion Contact: Lynda Harriss
Distributor: Universal Contact: Cynthia Klar
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Director: Guy Ritchie Cast: Henry Cavill, Armie Hammer, Alicia Vikander, Elizabeth Debicki, Jared Harris, Hugh Grant At the height of the Cold War, CIA agent Napoleon Solo and KGB agent Illya Kuryakin are forced to put aside longstanding hostilities and team up on a mission to stop an international criminal organization that is bent on destabilizing power through the proliferation of nuclear weapons.
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Marguerite
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Masterminds
Director: Xavier Giannoli Cast: Catherine Frot, Michel Fau, André Marcon
Director: Jared Hess Cast: Zach Galifianakis, Owen Wilson, Kristen Wiig, Jason Sudeikis
1920s, Paris. Marguerite, a wealthy woman, passionate about music and opera, often sings before a circle of regulars – none of whom tell her that she’s actually a terrible singer. When she decides to perform for a different audience, her lack of vocal talent is revealed.
Along with a group of half-brained criminals and an absurdly faulty heist plan, David Ghantt manages the impossible and makes off with $17-million in cash, only he foolishly hands the money over to a group of double-crossers who have set him up to take the fall.
Distributor: Skeye Contact: Isabelle Bégin
Distributor: Paramount Pictures Contact: Joan Filippini
* excluding France
* US only
Distributor: Warner Bros. Contact: Jeff Crawford
Maze Runner: The Scorch Trials w
Director: Wes Ball Cast: Dylan O’Brien, Kaya Scodelario, Thomas Brodie-Sangster, Giancarlo Esposito, Aidan Gillen, Barry Pepper A former maze runner, gifted with immunity, leads fellow survivors from a controlled environment across a scorched wasteland populated by crazed victims of a viral outbreak, hoping to find refuge from a sinister government organization, only to be betrayed by a girl he thought was his soulmate. Distributor: Twentieth Century Fox Contact: Julian Levin
Mission: Impossible – Rogue Nation w
Director: Christopher McQuarrie Cast: Tom Cruise, Jeremy Renner, Simon Pegg, Ving Rhames, Rebecca Ferguson, Alec Baldwin
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Ethan and team take on their most impossible mission yet, eradicating the Syndicate – an international rogue organization as highly skilled as they come, committed to destroying the IMF. Distributor: Paramount Pictures Contact: Joan Filippini
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NH10
Director: Navdeep Singh Cast: Anushka Sharma, Neil Bhoopalam
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Mistress America
Director: Noah Baumbach Cast: Greta Gerwig, Lola Kirke, Matthew Shear, Jasmine Cephas Jones, Michael Chernus, Dean Wareham
Tracy is a lonely college freshman in New York, having neither the exciting university experience nor the glamorous metropolitan lifestyle she envisioned. But when she is taken in by her soon-to-be stepsister, she is rescued from her disappointment and seduced by her stepsister’s alluringly mad schemes.
Meera leaves a party late and is attacked by a group of men. She escapes, but her husband, Arjun, partly blames himself. He tries to make up for it with a luxurious holiday. When they witness a young girl being picked up by hoodlums, Arjun intervenes. Distributor: Eros International Media Ltd Contact: Prashant Gaonkar
Distributor: Twentieth Century Fox Contact: Julian Levin
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Nightingale
Director: Elliott Lester Cast: David Oyelowo Peter, the sole character in the film, is a war veteran struggling with the aftermath of a desperate act. Yearning to rekindle the relationship with a friend, he goes on a psychological journey to regain control of his life and free himself from the burden of his lonely existence. Distributor: HBO Contact: Kalliope Diakos
One Wild Moment (Un moment d’égarement) w
Director: Jean-François Richet Cast: Vincent Cassel, François Cluzet, Alice Isaaz Two friends bring their daughters with them on a beach vacation and find themselves in an awkward situation. Distributor: Skeye Contact: Isabelle Bégin
Our Women (Nos femmes) w
Director: Richard Berry Cast: Daniel Auteuil, Richard Berry, Thierry Lhermitte Max, Paul and Simon have been friends for 35 years. One evening, Simon tells them that he’s had an argument with his wife and has strangled her in a fit of rage. Max and Paul are terror-stricken. Should they lie to the police or denounce their best friend? Distributor: Encore Inflight Limited Contact: Edwin Cheung
* excluding France, Germany
* excluding France, Germany, Austria, Australia, New Zealand, Canada
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photos: © 2015 Twentieth Century Fox Film Corporation. All rights reserved.; Eros International Media Ltd; ©2015 Home Box Office, Inc. All rights reserved. HBO ® and all related programs are the property of Home Box Office, Inc; Skeye; © 2015 La Petite Reine Production – TF1 Films Production, Marie Coline Films, Zack Films, Entre Chien Et Loup, RTBF (Télévision Belge)
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Paper Towns
Director: Jack Schreier Cast: Nat Wolff, Cara Delevingne, Austin Abrams, Halston Sage, Justice Smith
photos: © 2015 Twentieth Century Fox Film Corporation. All rights reserved.; Takashi Seida, courtesy of Bleecker Street. ; Sony Pictures Releasing ; Voltage; Skeye
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This coming-of-age story centers on Quentin and his enigmatic neighbor Margo, who loves mysteries so much she becomes one. After taking him on an all-night adventure through their hometown, Margo suddenly disappears – leaving behind cryptic clues for Quentin to decipher. Distributor: Twentieth Century Fox Contact: Julian Levin
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Pawn Sacrifice
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The Perfect Guy
Director: Edward Zwick Cast: Liev Schreiber, Tobey Maguire, Lily Rabe, Peter Sarsgaard
Director: David M. Rosenthal Cast: Michael Ealy, Sanaa Lathan, Morris Chestnut
In a gripping, true story set during the height of the Cold War, American chess prodigy Bobby Fischer finds himself caught between two superpowers when he challenges the Soviet Union, whose players have dominated the game for decades.
When a woman meets an IT expert, he seems to be the perfect guy. But after a sexually charged courtship, she sees a violent side of him and dissolves the budding relationship. In a jealous rage and fueled by insane revenge, he disrupts her life.
Distributor: Terry Steiner International Contact: Nadja Rutkowski
Distributor: Sony Pictures Releasing Contact: Rana Matthes
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The Profs 2 (Les profs 2) w
Director: Pierre-François Martin-Laval Cast: Kev Adams, Isabelle Nanty, Didier Bourdon
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Playing it Cool
Director: Justin Reardon Cast: Chris Evans, Michelle Monaghan, Ioan Gruffudd, Luke Wilson, Ashley Tisdale, Giovanni Ribisi
A writer is torn between writing action novels and meeting his publisher’s request to write romance. The problem is, he doesn’t believe in love. But when he meets a woman, he falls for her, only to find out that she is already engaged. Distributor: Entertainment In Motion Contact: Lynda Harriss
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The team travels to England for a top-secret mission to test their skills and try their infamous methods at the most prestigious school for the future elite of the nation. Distributor: Skeye Contact: Isabelle Bégin * excluding France
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Queen of the Desert w
Director: Werner Herzog Cast: Nicole Kidman, Robert Pattinson, James Franco, Damian Lewis
The Program
Director: Stephen Frears Cast: Ben Foster, Chris O’Dowd, Dustin Hoffman, Guillaume Canet, Jesse Plemons
This tense and suspenseful thriller tells the true story of the meteoric rise and fall of one of the most celebrated and controversial men in recent history, world-renowned Tour de France champion, Lance Armstrong. Distributor: Penny Black Media Contact: Cathie Trotta
A chronicle of Gertrude Bell’s life as a traveler, writer, archaeologist, explorer, cartographer, and political attaché for the British Empire at the dawn of the 20th century. Distributor: Penny Black Media Contact: Cathie Trotta * excluding US, Canada
* excluding US and Canada
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Regression
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Director: Alejandro Amenábar Cast: Ethan Hawke, Emma Watson, David Thewlis Minnesota, 1990. Detective Kenner investigates the case of young Angela, who accuses her father, John, of an unspeakable crime. When John unexpectedly and without recollection admits guilt, a renowned psychologist is brought in to help, and what they discover unmasks a horrifying nationwide mystery. Distributor: Terry Steiner International Contact: Nadja Rutkowski * excluding Spain, Canada
Retribution
Director: Dani de la Torre Cast: Luis Tosar, Elvira Mínguez, Fernando Cayo, Javier Gutiérrez, Goya Toledo A bank executive begins his morning routine by taking his kids to school. As he starts the car he receives an anonymous phone call informing him that there’s a bomb under his seat. He’s told that he only has a few hours to gather a large amount of cash. If he doesn’t, his car will blow up.
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The Shameless
Director: Oh Seung-uk Cast: Jeon Do-yeon, Kim Nam-gil A hard-boiled melodrama about a homicide detective who goes undercover to spy on a suspect’s lover – only, he finds himself falling for her. Distributor: Encore Inflight Limited Contact: Edwin Cheung * excluding Korea
Distributor: Encore Inflight Limited Contact: Edwin Cheung * excluding North America, France and Spain
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photos: Penny Black Media; © 2014, MOD Entertainment, MOD Producciones, Himenóptero, First Generation Films and Telefónica Studios; Photo by Jan Thijs © All rights are reserved; ©VACA Films Studio,S.L./ Antena 3 Films, S.L.U.; ©2015 CJ CGV Co., Ltd. All rights reserved.
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She’s Funny That Way w
photos: Red Granite Pictures; © Le Bureau, Lara Solanki; All rights reserved. Content Media Corporation Ltd.; Eros International Media Ltd.; © 2015 Universal Studios. All Rights Reserved.
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Director: Peter Bogdanovich Cast: Jennifer Aniston, Owen Wilson, Imogen Poots, Quentin Tarantino, Will Forte, Cybill Shepherd As told to a reporter in a not-so-reliable recollection of events, a Brooklyn-born former escort reminisces about how a rendezvous with a director turned into a larger-than-expected sum of money and an offer she couldn’t refuse. Distributor: Entertainment In Motion Contact: LYNDA HARRISS
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Steve McQueen: The Man & Le Mans i
Director: Fabienne Berthaud Cast: Diane Kruger, Norman Reedus, Gilles Lellouche, Q’orianka Kilcher, Lou Diamond Phillips, Joshua Jackson Romy is on holiday in the US with her French husband Richard. But the journey quickly turns into a settling of old scores for this worn-out couple. After an ultimate fight, Romy decides to break free and escapes to the unknown. Distributor: Encore Inflight Limited Contact: Edwin Cheung * excluding France
Directors: Gabriel Clarke, John McKenna Cast: Steve McQueen, Chad McQueen, John Sturges, Neile Adams, Alan Trustman, Jonathan Williams In 1970, McQueen, already a major force in Hollywood, turned his attention to his passion project, Le Mans, a film about the 24-hour car race. But the production was plagued with issues. The Man & Le Mans exposes audiences to the complex movie idol as he fought to save his film. Distributor: Jaguar Distribution Corp. Contact: France Capor * excluding UK, Australia, New Zealand
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Director: Anand L. Rai Cast: Kangana Ranaut, R. Madhavan, Jimmy Shergill, Swara Bhaskar, Deepak Dobriyal Tanu and Manu’s marriage is falling apart. During a separation, Tanu reunites with an ex-boyfriend and Manu falls in love with a Tanu look-alike. Will their marriage survive? Distributor: Eros International Media Ltd Contact: Prashant Gaonkar
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Director: Seth MacFarlane Cast: Mark Wahlberg, Seth MacFarlane, Amanda Seyfried
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Ted 2
Life has changed drastically for thunder buddies John and Ted. Ted is now married to the woman of his dreams, but problems arise when the couple decides to adopt a child and the law declares Ted to be property, not a person. Distributor: Universal Contact: Cynthia Klar
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Two Thumbs Up
Director: Lau Ho-leung Cast: Francis Ng, Simon Yam, Leo Ku, Patrick Tam, Mark Cheng, Christie Chen
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Teen Beach 2
Director: Jeffrey Hornaday Cast: Ross Lynch, Maia Mitchell, Grace Phipps, Garrett Clayton
After a summer adventure transported them into Brady’s favorite 1960s beach party movie Wet Side Story, sweethearts Mack and Brady find it hard to maintain their relationship during school. When they receive a surprise real-world visit from Lela, Tanner and Butchy, the real world and the movie world collide.
On his release from prison, Lucifer tracks down his former partners in crime. He convinces the aging ex-cons to rob a hearse transporting corpses stuffed with cash from the Mainland. But as they begin to execute their plan, a rival gang with the same plan shows up. Distributor: Emphasis Video Entertainment Limited Contact: Grace Lau * excluding China
Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
*
Underdogs
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Director: Juan José Campanella Cast: Ariana Grande, Nicholas Hoult, Matthew Morrison, Katie Holmes Jake’s passion for foosball is rivaled only by his love for Laura. With her encouragement, he beats the town bully, Ace, in a foosball game. But everything changes when Ace becomes the world’s best soccer player and returns to their village with the intention of turning it into a new sports stadium. Distributor: Terry Steiner International Contact: Nadja Rutkowski * US, Canada, Australia, NEW ZEALAND, France
The next generation of Griswolds is at it again and on the road for another ill-fated adventure. Following in his father’s footsteps, a grown-up Rusty Griswold surprises his wife, Debbie, and their two sons with a cross-country trip back to Walley World. Distributor: Warner Bros Contact: Jeff Crawford
N: North america
We Are Your Friends i
Directors: Jonathan M. Goldstein, John Francis Daley Cast: Ed Helms, Christina Applegate, Leslie Mann, Beverly D’Angelo, Skyler Gisondo, Steele Stebbins
DISTRIBUTION rights codes
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Vacation
Director: Max Joseph Cast: Zac Efron, Emily Ratajkowski, Jonny Weston In the world of electronic music and Hollywood nightlife, aspiring 23-year-old DJ Cole spends his days scheming with friends and his nights working on his track that will set the world on fire. All of this changes when he meets a charismatic but damaged older DJ, James, who takes him under his wing. Distributor: Skeye Contact: Isabelle Bégin
I: outside north amErica
W: WorldWide
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Hotels
apex experience
Visit us at apex.aero
Room and Board In this industry, we’re often on the go. Whether traveling for a conference, business meeting or taking a break in between, here are a few great places to stay around the world.
Delta Victoria Ocean Pointe Hotel, Resort and Spa
Hotel Eastlund
Das Stue
Portland, United States
Berlin, Germany
Victoria, Canada
CAD $
Calling code: +1
Commute time to airport: 30 mins
PDX, Portland International Airport USD $
Calling code: +1
Commute time to airport: 20 mins
SXF, Berlin Schönefeld Airport EUR €
Calling code: +49
Commute time to airport: 35 mins
why you’ll go
why you’ll go
why you’ll go
Whether you squeeze in a quick weekend jaunt over to Victoria while on business in Seattle (40-minute flight!) or plan a trip around the Pacific coast city, the ocean views, fresh seafood and abundance of recreational sites will meet all your needs.
If you’re not heading to the City of Roses for this year’s APEX EXPO, you’re bound to visit at some point – especially if you’ve been watching Portlandia. But also, if you’re into beer, there are over 50 breweries within the city limits.
Just a short jaunt from aviation-hub Hamburg, Berlin is ideal for the business traveler turned weekender. Tucked away in the Embassy Quarter of the central Tiergarten district, this design hotel is well positioned for your quick trip.
why you’ll stay
why you’ll stay
why you’ll stay
Take in ocean views from your room to watch the seaplanes land at Victoria Inner Harbour Airport, enjoy the tennis court and outdoor solarium pool or walk the 10 minutes to Victoria’s Market Square to hit up the city’s famed brunch spots.
Floor-to-ceiling windows offer views of downtown Portland’s bridge-lined skyline, bejeweled by the neon-dazzling hipsteresque White Stag sign. Altabira, the hotel’s rooftop resto, expands the horizon with fine food.
Tear yourself away from the full-HD Apple TV or your spacious terrace, overlooking the Berlin Zoo, to visit the abandoned Berlin Tempelhof Airport, widely recognized as Europe’s most iconic pre-WWII aviation port.
fun fact
fun fact
fun fact
Seaplanes operate in Victoria Inner Harbour Airport from 7 a.m. until 30 minutes past sunset.
If the coin had flipped the other way, Portland would have been named Boston. Now that is weird.
Cinco, the hotel restaurant led by Catalan chef Paco Perez, received a Michelin star within its first year of opening.
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photos: delta hotels; Dan Tyrpak / Hotel Eastlund; Das Stue
YYJ, Victoria International Airport
Reading List
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photos: rosenfeldmedia.com, susannahcahalan.com, chroniclebooks.com
Editors’ Reading List Make It So: Interaction Design Lessons from Science Fiction
Read our extra picks at > APEX.AERO/BOOKS
Brain on Fire: My Month of Madness
Thoughts on Design
In a captivating narrative, Cahalan, a young and aspiring New York journalist, recounts the days leading up to her one-month hospital stay, the story of the violent behavior and medical diagnosis that landed her there and her road to recovery. Accompanying illustrations complement Cahalan’s authentic storytelling style.
Much like the legendary designer’s style, this primer on visual communication is deliberately concise, covering the foundations of design, including typography – which is crucial to airport wayfinding, branding and piloting systems, and even revolutionized the way Steve Jobs envisioned Apple.
Susannah Cahalan
Paul Rand
Nathan Shedroff and Christopher Noessel Based on the idea that science fiction and design are equally imaginative, Shedroff and Noessel take an empirical look at the futuristic film genre to glean lessons that can be applied mostly to interface design. By turns quirky and instructive, Make It So illuminates what sci-fi can impart about the present and the future.
AL0003150617_Emphasis_Halfpage_Adv_150714_OL.pdf > Katie’s Pick
1>
20/7/15 Pick 10:05 Jessica’s
pm
> Caroline’s Pick
Throwback
apex experience
The Right Type The history behind the Frutiger typeface, a font initially designed for airport signage, is one of failure, nudity and clairvoyance. by Katie Sehl
The first signage project Swiss designer Adrian Frutiger participated in was marred by failure. Commissioned by the director of Paris Orly International Airport in 1959 and under the firm instruction of designer Charles Peignot, Frutiger adapted the eponymous font Peignot into a slightly more narrow, full-majuscule typeface. Red letters were to
If you are an APEX member who is interested in contributing to the Throwback page, please submit your personal stories relating to the airline industry, or a moment or product in aviation history, to editor@apex.aero
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For more on airport wayfinding, visit > APEX.AERO/ Wayfinding
be laid out on pink signboards for arrivals, while blue letters were to adorn light blue backgrounds for departures. The mismanaged wayfinding project ran amiss, but when called upon again 10 years later to design wayfinding signage for the new Roissy Airport, later renamed Charles de Gaulle Airport in Paris, Frutiger was ready to face the challenge. With a blank slate, he set out to create an unadorned sans serif typestyle based on the cleanness of Univers, one of his earlier creations. “It definitely [had to be] a sans serif, since serifs would have only created noise and unnecessary humming,” the designer explains in his book Typefaces: The Complete Works. “What was important was total clarity. I would even call it nudity – an absence of artistic addition.” For legibility from afar, in poor lighting conditions and at different angles, Frutiger drew on the proportionality of the Gill Sans typeface. “It was pretty obvious that it had to be a typeface with caps and lowercase letters, since the resulting word images are recognized quicker,” he says. To get proportions right, he tested unfocused
letters to determine the letterforms that could still be identified. The final product, Roissy, featured prominent ascenders and descenders for stronger recognition; wide apertures in lettering with full or partial enclosures (such as an e or n) for better resolution of detail from a distance; and numbering with the clarity of an arrow. Roissy quickly became the international standard in airports. In 1976, the Mergenthaler Linotype Company released a print version for public use, naming it Frutiger, after its creator. In 2007, font distributor FontShop listed Frutiger as the third-best typeface in the world, after Helvetica and Garamond. While the typeface has gone on to be used by the British Royal Navy, the Canadian Broadcasting Corporation, Amtrak and many more, Frutiger, in its purest form, is a font fit for an airport. To give the lettering master the final word, as he once confessed in an interview: “My masterpiece is Univers, but my favorite typeface, if I’m being honest, is the original Frutiger.” Airline Passenger Experience Association
radant technologies division
Designed to Perform The new hybrid Ku/Ka band radome technology, developed by CPI Radant, now supports connectivity systems for commercial airlines in addition to military applications. • Compatible with dual-band antennas that switch between Ka and Ku regions • No requalification with change in antenna frequency • Meets cross-polarization regulatory requirements • Superior performance achieved as a result of implementation of 3 patents • Passed enhanced bird strike test • 12 years of proven technology with several hundred radomes of various types currently in use • Recently improved to increase transmissivity bandwidth for low loss over full ITU Ku/Ka bandwidth For More Details email us at radant.sales@cpii.com
Commercial
Military
Why choose between Ku and Ka when you can have both in one radome.
255 Hudson Road, Stow, MA, 01775 USA, +1(978) 562-3866 www.cpii.com/radant radant technologies division