BMW Group DesignworksUSA and AirAsia X’s latest project aspires to redefine the meaning of air travel.

Flying is often considered a transitional state, a means of getting from point A to B that many regard as tedious and far from enjoyable.

By travelling incognito as AirAsia X passengers, DesignworksUSA designers experienced first-hand every aspect of air travel from the ground up, literally, from booking tickets online and checking-in, to flying and arrival.

They observed, analysed and translated the data collected into a tangible toolkit of ideas comprising 150 cards with sketches and descriptive ideas, including a graphic visualisation of the AirAsia X cabin interior, all designed to serve as a reference for the AirAsia X team, which operates low cost, long haul routes under the AirAsia brand name.

The design team “focused on the full journey and experience of air travel rather than just the aesthetics”, shares Magnus Aspegren, Director of DesignworksUSA’s Singapore Studio, illustrating how design can be used as a powerful tool to drive new concepts in customer experience, visionary products and service ideas.

BMW Group DesignworksUSA is the creative partner to the BMW Group, which comprises BMW, MINI and Rolls-Royce, but their portfolio extends well beyond motor cars.

Design lies at the heart of all the R&D, consulting, branding and 3D modeling projects that they take on, opening the eyes and minds of consumers to the world of design that surrounds them.

In this case, it is to transform not just air travel, but low cost air travel from a necessary evil into an enjoyable experience that is more than just a means to the destination.

BMW Group DesignworksUSA
designworksusa.com