Lifestyle

Etihad unveils overhauled premium experience in partnership with Armani/Casa


Editor’s note: Etihad Airways offered Zach Griff a free flight from Abu Dhabi to Chicago and a one-night stay at the hotel. All opinions expressed are his own and are not reviewed by the airline.


Airlines want to organize big parties for first flight, new plane and The cabin is retrofitted.

However, we don’t often see carriers spending thousands of dollars on the launch of a refurbished low-cost product for their business class cabins. (“Soft products“refers to all items not attached to the aircraft, such as glassware, duvets, and pillows.)

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In recent weeks, Etihad Airways has provocative a major reveal is described as something “more than what catches the eye” and that “something is about to change.”

Well, the wait is finally over, and no, the airline Join Star League or bring it back Airbus A380s (at least not yet).

ZACH GRIFF / THE WRONG POINTS

Instead, the United Arab Emirates airline is making major upgrades to the onboard experience – so big that it decided to throw a launch party (and invite TPG) to celebrate remember this event.

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The airline’s overhauled business-class low-cost product was designed in collaboration with Armani/Casa, marking the first time the classy Italian designer has collaborated with an airline.

The collaboration, dubbed the “Constellation Collection,” draws inspiration from the desert starry night skies of the United Arab Emirates. You’ll find a consistent geometric pattern throughout the dishware and bedding that’s been designed to resemble the stars and constellations, Turky Alhammadi, head of products and hospitality, told TPG at launch event.

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At first glance, the new glassware, cutlery, dishes and bedding look quite classy without being too fancy. A subtle elegance pervades the entire collection, making these pieces feel like they could be part of one’s home.

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My favorite addition is the new salt and pepper compartment. The coin-shaped design in green looks great and the embossed Giorgio Armani logo adds a touch of luxury. (Note that these items are not souvenirs – Etihad will reuse all dishes and bedding after each flight.)

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In addition to the dish set, the collection includes three new bedding sets: a thick duvet, a plush pillow and a color-coordinated memory foam mattress.

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The new bedding set feels soft and luxurious during the actual experience at the media preview. The addition of a supportive pad will be good news for those traveling on some of the airline’s longest flights to North America and Australia.

It’s not immediately clear whether Etihad will introduce slippers or pajamas on its flights – two amenities that distinguish some of the best bargains on offer in business class.

Likewise, Etihad will continue to offer Acqua di Parma amenity kits for the time being, although I imagine the long-term plan will be to introduce an Armani-branded garment.

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While the “Constellation Collection” begins rolling out on flights starting in December, the airline will embark on a month-long mission to bring the new partnership to all its destinations. His premium experience, at first, focused on airline lounges, Alhammadi told TPG. “It’s all about consistency,” he said.

The low-cost refurbished product will be available in all Etihad business class cabins, regardless of the type of aircraft operating the route. In addition, service providers do not make changes to top offerThe airline still sells on some routes operated by a small group of Boeing 777 and 787 Dreamliners.

Along with the new crockery, Etihad will revamp its business class menu to include new food options and refresh existing favorites, such as Arabic mezze. The airline displayed several new options on a long table at the media event, but the airline did not provide a specific description of each dish.

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That said, if the finished product looks like a staged demonstration, consumers will be rewarded (literally and figuratively) with new food options.

Some aviation observers had expected Etihad to make a “bigger” announcement. Two common theories are that the airline has joined the Star Alliance or that the airline is bringing back its fleet of Airbus A380s from long-term storage.

Tony Douglas, the group’s chief executive, admits that some may have overestimated the airline’s social media clues. “It is fascinating to hear the endless amount of speculation,” he said, seemingly referencing bloggers and observers who thought the airline had something different to announce.

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His representatives later explained that the company used social media trailers to get people excited about this multi-year project led by the customer and product experience team. Etihad employees told TPG the event was a celebration of hard work and long days.

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While it can be difficult to get excited about new tableware or bedding on your next flight, Etihad hopes that this new collection will complement the innovations it has in place. has been formed into a hard product to ultimately deliver an “out of the Business” integrated experience.

Earlier this year, the carrier Inauguration of Airbus A350-1000 fleet, has brand new business class seats for the airline. Etihad has customized the highly functional Collins Aerospace Super Diamond with sparkling lighting, eye-catching mood lighting and subtle gold accents.

The cabin itself looks great, and it represents a huge step forward in the premium experience. The new cabin design combined with the Armani/Casa partnership will make sitting in the back of one of Etihad’s newest jets an even more luxurious experience.

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