Hulsbosch has been globally recognised with a win at the highly coveted Red Dot Awards 2016 – the international distinction for high design quality.
The Hulsbosch team created the initial on-board cabin concept work that highlighted a new stylish world for the Business Class traveller on domestic and international Virgin Australia services. In conjunction with international industrial design agency, Tangerine, a world-class cabin environment was introduced to Virgin Australia’s premium airline cabins.
Virgin Australia’s new Business Class design was entered in the highly contested Vehicles category, competing against some of the biggest automotive brands in the world. Launching in 2015, to wide critical acclaim, the design has helped Virgin Australia re-position its service as a premium carrier.
This year participants from 57 nations registered around 5,200 products and innovations for the Red Dot Award: Product Design 2016. Only products, which set themselves apart through design excellence, received the sought-after quality seal from the 41 strong international Red Dot jury.
Hans Hulsbosch, executive creative director, Hulsbosch said, “I’m delighted to be acknowledged of our work on the major upgrade of brand assets for Virgin Australia’s Business Class. As Creative Director of Virgin Australia, I’m committed to designing the best premium flying experience for the Virgin Australia customer with opportunities to discover a refreshingly different way of long-haul flying.
The Virgin Australia on board service is unique and exemplary. The physical and atmospheric improvements to the cabin environment match the service and the complete business experience maximises the Virgin Australia offering for the premium class travelling.”
In response to the design opportunity for Virgin Australia’s wide-body fleet of aircraft, Hulsbosch conceptualised the creative vision for a sophisticated and contemporary cabin and seat experience with a fresh perspective to colouring, textures through to natural finishes. Offering ultimate comfort and relaxation, the reverse herringbone layout maximises privacy and enables 100 per cent aisle access in a 1-2-1 configuration for the sought-after Business Class customer.
In 2009, Hulsbosch partnered with Virgin Australia on a new brand strategy revitalisation that connected with customers from the beginning of their journey to end. A consistent brand experience continues across all touch points creating a seamless journey for Virgin Australia guests – from check-in, lounge, terminals to on-board – as the customer boards the aircraft they are about to experience the main event of their journey.
The roll out of the new Business Class product was launched late last year. The upgrade also included the introduction of a redesigned Business Class multi-use gallery and bar area; and changes to the Premium Economy cabin.
Hans Hulsbosch, Executive Creative Director
Linda Jukic, Creative Director
Philip Wadewitz, Designer
Jaid Hulsbosch, Director