Jetrader - Summer 2015 - 19

The firm doesn't have a house style;
everything it designs is specifically tailored
to place brands and cultures on the world
stage, said Hawes. "This ability to understand the individual needs of each of our
clients and to create bespoke solutions has
been at the heart of our success in aviation
and is what enables us to work for many
different clients at any one time," he said.
A typical design project will be to act as
brand guardians for an airline while working on all projects within the cabin, such
as seats, galleys, lavatories, attachment
parts, and the entire palette of trim and
finish, textiles, leather, décor, carpets,
curtains etc., Hawes said. "Also, our offer
extends to working on many other passenger touchpoints, including meal delivery/
service items, uniforms, as well as ground
services such as lounge design, check in,
ticket counters and wayfinding," he said.
The firm usually begins a project with a
visit to the airline to get under their skin,
said Hawes. "We understand their marketing and brand objectives, while engaging
with cabin crew, engineering, maintenance
and procurement," he said. "This visit is

Looking ahead, JetBlue is not going to rest on
its customer service laurels. It will continue to
install FlyFi across its fleet and sign on content
partners to keep it free for passengers.
also a chance to explore the area, to see
local art, craft and architecture, as well
as lifestyle and the natural environment.
This is often hugely inspiring and helps
generate initial concepts.
"We work through a number of concepts
until we have approvals and sign-off from
senior management or the board of directors. We then begin an implementation
schedule with Airbus or Boeing, the seat
and monument vendors and all suppliers,"
said Hawes. "This is where we very much
act as the design police, and are involved
up to delivery of the first aircraft."
Priestmangoode works very closely
with its clients' design, engineering and
maintenance teams, Hawes said. "A good
design is one that not only looks good,
but is efficient to build, run and maintain," he said. "Throughout the design

process, we'll work closely with those various teams to ensure that their particular
needs are met."
Priestmangoode's background as a company is in product design, so it keeps the
consumer at the heart of everything it
does, said Hawes. "But it's also important to know and understand what crew
members need to ensure that they're able
to deliver the best service onboard the
aircraft, so every element of our design
considers these various aspects," he said.
"This collaborative approach enables us to
create something that improves passenger
experience, strengthens brand and helps
our clients be more competitive."
Benét J. Wilson is a freelance aviation/travel
journalist and blogger based in Baltimore,
Maryland.

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Jetrader - Summer 2015

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