EMA’s airport lounges rolled out across Turkey

A new VIP airport departure lounge concept designed by Etherington Mas Associates, a UK-owned Spanish design consultancy, is to be rolled out across Turkey. The move follows the successful launch of the first version in Istanbul’s international airport in April.

International airports in Ankara and Ismir, as well as the domestic airport in Dalaman and the domestic section of Istanbul airport, will all house the new format. Sites will vary in size from 250m2 to 450m2. All are due to be completed by September.

EMA was appointed by Boyner Holding, Turkey’s largest distribution company, after developing its Advantage customer loyalty programme in 1998. Leading Turkish companies and commercial brands take part in the scheme.

According to EMA managing director Tim Etherington, the new lounge provides a “first point of physical presence” for the Advantage brand, which currently has more than 1.5 million customers.

He says the airport design caters for a wide range of clientele, with features including TV screens, laptop computers, reading chairs, computer consoles and an area for listening to music. A fully-equipped meeting room is also available.

“A lot of time was spent selecting materials and colours, which had to reflect the times. We wanted to create something vibrant and optimistic without alienating traditional clients. The result was a careful mix of young and trendy with cool and sophisticated,” says Etherington.

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