Pentagram to brand BAA economy lounges

BAA has appointed Pentagram Design to brand and name its first chain of “own-brand” airport lounges.

The initiative will provide pay-as-you-use access to lounges with refreshment and business facilities. The lounges will be targeted at economy travellers who are not eligible to use the executive club lounges traditionally owned by the airlines.

The first lounge will be completed in February 2000 at Heathrow airport, followed by Stansted. Gatwick and overseas airports could also be candidates for an extension of the scheme.

BAA also operates Glasgow, Edinburgh, Aberdeen and Southampton airports.

Pentagram was appointed from the BAA consultancy roster two months ago. It is now looking at the brand proposition, the name and the identity of the lounges, which, according to Pentagram partner John Rushworth, will have a similar look and feel wherever they are located.

“The BAA lounges will look and feel much the same, although each will be adapted to fit the space available in the airport concerned,” says Rushworth. “A lot of people, including business travellers, travel economy class because they have to. This idea is to provide all types of passengers with lounge facilities,” he adds.

The BAA lounges will include a managed reception area, a variety of seating areas and a refreshment bar. A global business and information area will offer access to PCs, modem links, printers, telephones, Internet access, faxes and newspapers to travellers. There will also be shower facilities in arrival areas.