Simplicity is comfortable.
Airline cabins are not cosy places. They are hectic, full of people, noise and regulatory restrictions. Most business class seats claim to be home from homes, relying on complex mechanisms to transform from one mode to another.
Would the experience be better if we kept it simple?
Protecting this simple idea was not a simple challenge. Airline cabins are jam-packed of requirements, from head-strikes to protecting against trollies, miles of cabling and ever larger screens.
Designing a beautiful, minimal seat was straightforward, keeping it looking it that was once ready for flight was another matter.
The airline cabin went onto win the Crystal Cabin award in 2022.
When you are at home, getting comfortable on the sofa, you don’t press a bunch of buttons to get cosy. You squidge the cushions, maybe grab a throw if its cold and probably wiggle a bit to get fully comfortable. Or maybe you turn around, put your feet up and doom-scroll for awhile.
Understanding this behaviour, helped all stakeholders to rethink their assumptions and allowed us to reimagine the cabin.
Interested in how we did this?
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The Understory
Envision the future of Sport experiences for Decathlon.
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![A digital illustration of a small green park with various trees, shrubs, grass, and a white park bench, floating above a patch of soil.]()
Reintegrating forests—in economy and society.
Redefining Forests as integral parts of societal well-being.
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These frames are rubbish
Defining a complete solution to the millions of eyewear thrown away every year
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![Scenic view of a large lake surrounded by rolling grassy hills in the foreground with mountains in the distance under an overcast sky.]()
Next Generation Business Model
Helping Decathlon Outdoor to kick-start their journey towards regeneration.
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![Modern wooden house in a grassy field with a mountain and lake in the background during sunset.]()
Disrupting procurement in Puplic transport
Leveraging sustainable strategies to outperform an established business case
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![A young woman with red curly hair relaxing on a beige couch, eyes closed, arm behind her head, sunlight streaming in through a window.]()
Keep it simple
How do you keep it simple in an airline cabin?
