Eurostar is hoping to lure more travellers with a new loyalty scheme and a revamped executive lounge at London’s Waterloo International terminal.
Interiors for the new Clubhouse lounge have been created by Tilney Lumsden Shane with Eurostar UK design manager Ashley Stockwell. They include a bar, library and business centre for the use of first-class and business passengers.
According to TLS director Marvin Shane, the revamped scheme provides a “friendly, comfortable feel” rather than “pretentious luxury” and is intended to match facilities passengers would get at an airport.
The main lounge incorporates “autumnal colours”, natural beech finishes and “softer” flooring and lighting to contrast with the “hardness” of the award-winning terminal by architect Nicholas Grimshaw & Partners. “The previous space was dowdy,” comments Shane. “It was nothing that could have been construed as an executive-style lounge.”
Signage for The Clubhouse has been devised by graphics consultancy Start which has also designed cards, brochures, bag tags and other literature for the new loyalty programme Eurostar Frequent Traveller.
The scheme, launched last week, is Eurostar’s answer to Air Miles and enables travellers to earn bonus points. Premium First, Gold and Silver level members will be able to use their cards to gain entry to The Clubhouse.