Priestman Goode wins Turkish Airlines work

Priestman Goode is working with Turkish Airlines on a branding project worth a six-figure sum. The consultancy will redesign interiors across the airline’s entire fleet, as well as its lounge and check-in areas on the ground.

Having won the business during a five-way pitch in June, Priestman Goode was tasked with completing the interiors within 12 months and rolling out all elements in less than two years.

The cabin interiors will be launched to tie in with the arrival of 105 new aircraft in October 2010, driven by an expansion programme.

All touchpoints of the passenger journey will be rebranded by the consultancy and new colourways will be explored. Luke Hawes, director at Priestman Goode, says, ‘We’ll be using colours that are culturally evident in Istanbul, and incorporating historic patterns. We can reflect on the Turkish empire and history in a way that still allows it to be seen as a commercial product.’

The cabin interiors will first appear in Turkish Airlines’ new Boeing 777 and A330 aircraft, where seat, galley and lavatory trim and finish will have to be considered. A retrofit will then be carried out across the rest of the airline’s fleet.

The new colourways will influence fabrics and other textiles, wallpapers and even lighting. ‘There’ll be coloured lighting on board,’ says Hawes, who adds that the colour will change depending on the time of day. Cabin interiors and passenger experience within the terminal will be linked, according to Hawes, who says there will be a consistency of message across all touchpoints.

The airline’s biggest presence is at Istanbul Ataturk International Airport, but the new branding will roll out across airports internationally wherever the airline has an occupancy. Hard timber, glass and other ‘authentic materials’ will be used on the ground, Hawes says.

The consultancy will oversee designs on a new livery created by a local Turkish graphic group, which will take its cue from Priestman Goode’s work.

Taking Off:

• Seats on the new aircraft will be chosen by Priestman Goode and upholstered with its newly designed branded fabric, but a bespoke design will not be made, given the 12-month turnaround on the project
• Founded in 1933, Turkish Airlines flies to 120 international and 37 domestic destinations
• In the past three years, passenger volume has increased from 17 million in 2006 to 22.5 million in 2008