IIDA Perspective - Spring/Summer 2015 - 35

Game Challenge: Brussels Airline's "The Loft" Lounge
Challenge:
A "headquarters" passenger lounge at Brussels International
Airport for Brussels Airlines (BA)
Objective:
Create a passenger lounge integrating the latest in technology
and connectivity, and develop a series of memorable and branded
experiences for passengers that can be replicated at airports
in BA's portfolio internationally.
Players:
1. DesignIt, strategic design, and consulting firm based
in Copenhagen
2. Raumwerk, interior design firm out of Frankfurt
3. Microsoft
Set-up:
DesignIt's desire to merge the physical and digital components
of the passenger experience was a key factor in their selection
for the project. The concept, says Guido Woska, DesignIt's Chief
Client Officer,is a "core principle of the next-generation"
hospitality experience. "Our lives are connected to numerous
digital experiences," Woska says. "As long as they enhance
the overall brand experience, they are truly valuable
for today's traveler."
In order to successfully create an integrated digital and physical
experience, DesignIt did extensive research with BA passengers
and focus groups to discern what passengers were looking for.
Eric Kergoat, BA's Head of Product Development and Customer
Experience adds that DesignIt staff's own travel experiences
were also a major influencer. Woska is himself a BA premiere
member and a frequent BA passenger. "His experiences helped
a lot," Kergoat emphasizes.
Methods:
Each visitor to the 13,000 sf lounge is offered a Microsoft Surface
upon arrival. The Surface is pre-loaded with the Loft app,
"Connected Lounge," which was developed in concert with
Microsoft. (Passengers can also download the app onto their own
personal tablets.) The app, which identifies passengers based on
their frequent flier number, allows users to engage with each of
the Loft's zones, a series of branded environments. Food service is
"b.delighted"; the work space is "b.productive"; the bathroom-spa
is "b.relaxed," and so on. (These branded zones seem to make it
easy for BA to reproduce the Loft concept easily, at any scale,

in any airport in the world-it's easy to imagine
a smaller, mini-lounge at a non-hub airport having a smaller
subset of zones to accommodate travelers in less space,
while retaining a sense of familiarity.)
Using the Connected Lounge app, visitors can book a shower
room (which includes customizable lighting concepts), book
a meeting room or see the availability of the nap boxes. (The app
also keeps passengers informed about the status of their flight,
and can also seamlessly connect with the post-lounge
experience-passengers can begin watching a movie through
the "Inspired" portion of the app in the lounge and pick up
where they left off once they're on board the plane.)
As visitors move through the lounge, the zones transition from
more lively to calmer areas. Considerations regarding privacy
and sound were taken into account to make the zones at the end
of lounge, "b.productive" and "b.relaxed" into more private and
silent areas. And, in a case of building brand loyalty, the most
prominent (and closest to the exit) zone is "b.exclusive," reserved
for first class and status passengers.
Woska says that principles of gamification helped guide
the overall concept of the Loft from the very beginning adding
that the app is a "very playful" way to experience what
the lounge offers.
The Loft project may be the first case of an app guiding the layout
of the physical space, as the layout and adjacencies of the lounge's
zones and overall design were directly influenced by the research
and development that went into the creation of the app. As the
guests move through the lounge, the continued possibilities
for research are enticing: the app allows BA to monitor and
understand exactly how passengers are using the space and for
how long, which could influence everything from additional
program elements to square footage in future spaces.
Variations:
While DesignIt was the project lead, they collaborated with
Frankfurt-based interior design firm Raumwerk, the interior
designer of record and charged with implementing an Art
Nouveau design theme throughout the space, in the finishes,
furnishings, fixtures, and equipment. Kergoat admits this was
done with an eye toward "providing a clear Belgian identity
to the concept." Future loft spaces in other cities(currently
under development) and countries will likely keep aspects
of the Belgian identity but could also incorporate unique stylistic
and aesthetic elements that pertain directly to that country's
identity and culture, allowing BA to maintain a strong brand
identity while creating a custom design for each space.

Brussels Airlines'
"The Loft" Lounge

PHOTOS: BRUSSELS AIRLINES

PERSPECTIVE

35



Table of Contents for the Digital Edition of IIDA Perspective - Spring/Summer 2015

IIDA Perspective - Spring/Summer 201
Contents
From IIDA
Behind the Issue
Contributors
IIDA Roundtable
Designer Dialogue
Design Decoded
For Love of The Game
Designers Off Duty
Point / Counterpoint
Inspiration
Colophon
Design Buzz
IIDA Perspective - Spring/Summer 2015 - IIDA Perspective - Spring/Summer 201
IIDA Perspective - Spring/Summer 2015 - Cover2
IIDA Perspective - Spring/Summer 2015 - 1
IIDA Perspective - Spring/Summer 2015 - Contents
IIDA Perspective - Spring/Summer 2015 - 3
IIDA Perspective - Spring/Summer 2015 - 4
IIDA Perspective - Spring/Summer 2015 - From IIDA
IIDA Perspective - Spring/Summer 2015 - Behind the Issue
IIDA Perspective - Spring/Summer 2015 - 7
IIDA Perspective - Spring/Summer 2015 - Contributors
IIDA Perspective - Spring/Summer 2015 - 9
IIDA Perspective - Spring/Summer 2015 - IIDA Roundtable
IIDA Perspective - Spring/Summer 2015 - 11
IIDA Perspective - Spring/Summer 2015 - 12
IIDA Perspective - Spring/Summer 2015 - 13
IIDA Perspective - Spring/Summer 2015 - 14
IIDA Perspective - Spring/Summer 2015 - 15
IIDA Perspective - Spring/Summer 2015 - Designer Dialogue
IIDA Perspective - Spring/Summer 2015 - 17
IIDA Perspective - Spring/Summer 2015 - 18
IIDA Perspective - Spring/Summer 2015 - 19
IIDA Perspective - Spring/Summer 2015 - 20
IIDA Perspective - Spring/Summer 2015 - 21
IIDA Perspective - Spring/Summer 2015 - Design Decoded
IIDA Perspective - Spring/Summer 2015 - 23
IIDA Perspective - Spring/Summer 2015 - 24
IIDA Perspective - Spring/Summer 2015 - 25
IIDA Perspective - Spring/Summer 2015 - 26
IIDA Perspective - Spring/Summer 2015 - 27
IIDA Perspective - Spring/Summer 2015 - 28
IIDA Perspective - Spring/Summer 2015 - 29
IIDA Perspective - Spring/Summer 2015 - For Love of The Game
IIDA Perspective - Spring/Summer 2015 - 31
IIDA Perspective - Spring/Summer 2015 - 32
IIDA Perspective - Spring/Summer 2015 - 33
IIDA Perspective - Spring/Summer 2015 - 34
IIDA Perspective - Spring/Summer 2015 - 35
IIDA Perspective - Spring/Summer 2015 - 36
IIDA Perspective - Spring/Summer 2015 - 37
IIDA Perspective - Spring/Summer 2015 - 38
IIDA Perspective - Spring/Summer 2015 - 39
IIDA Perspective - Spring/Summer 2015 - Designers Off Duty
IIDA Perspective - Spring/Summer 2015 - 41
IIDA Perspective - Spring/Summer 2015 - 42
IIDA Perspective - Spring/Summer 2015 - 43
IIDA Perspective - Spring/Summer 2015 - 44
IIDA Perspective - Spring/Summer 2015 - 45
IIDA Perspective - Spring/Summer 2015 - 46
IIDA Perspective - Spring/Summer 2015 - 47
IIDA Perspective - Spring/Summer 2015 - Point / Counterpoint
IIDA Perspective - Spring/Summer 2015 - 49
IIDA Perspective - Spring/Summer 2015 - 50
IIDA Perspective - Spring/Summer 2015 - 51
IIDA Perspective - Spring/Summer 2015 - Inspiration
IIDA Perspective - Spring/Summer 2015 - 53
IIDA Perspective - Spring/Summer 2015 - 54
IIDA Perspective - Spring/Summer 2015 - Colophon
IIDA Perspective - Spring/Summer 2015 - Design Buzz
IIDA Perspective - Spring/Summer 2015 - Cover3
IIDA Perspective - Spring/Summer 2015 - Cover4
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