• Home
  • News
    • Safety
    • Comfort
    • Connectivity
    • Services
    • All News
    • RGN Premium Headlines
  • Lean into Aviation
  • Multimedia
    • Multimedia
    • PaxEx Podcast
  • RGN Columns
    • Nose to Tail
    • Op-Ed
    • Green Wing
    • IFE Film Review
  • About RGN
    • The Network
    • Newsletter Sign-up
  • RGN Premium Sign Up
  • RGN Premium Headlines
  • Press Release Hub
  • Privacy Policy
  • Premium Login
bluesky threads
  • Login
  • Account
  • Contact
  • Privacy Policy
bluesky
Social Links
  • X
  • Facebook
  • LinkedIn
  • BlueSky
  • Threads
Info
  • Advertise on RunwayGirl Network

Runway Girl

  • News
    • Safety
    • Comfort
    • Connectivity
    • Services
    • All News
    • RGN Premium
  • Lean into Aviation
  • Multimedia
    • Multimedia
    • PaxEx Podcast
  • RGN Columns
    • Nose to Tail
    • Op-Ed
    • Green Wing
    • IFE Film Review
  • About RGN
    • The Network
    • Newsletter Sign-up
  • RGN Premium
  • RGN Premium
  • Press Release Hub

Runway Girl Network uses cookies. By using our site you consent to the use of cookies in accordance with our Privacy Policy.

A350-1000 with Virgin Atlantic livery flying in a clear blue sky

17

Sep 2021

Design Brief: Factorydesign explains The Booth on Virgin Atlantic

By Marisa Garcia →

  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on X (Opens in new window) X
Rotation

Details and Design banner with text on graph paper background

Virgin Atlantic recently revealed The Booth, a cozy corner developed through a collaboration with London-based Factorydesign for the leisure fleet of its 397-seat A350-1000 twinjets. These widebodies, which will serve sun spots, feature a smaller business class cabin with only 16 Upper Class suites in addition to 56 Premium seats and 325 economy seats.

For this leisure configuration, The Booth effectively takes the place of the The Loft found on Virgin’s regular A350s. It has been designed with tactile finishes, including Scottish leather seats and a pressed wool effect table.

The Booth is an exciting new cabin feature reveal at a time when those are somewhat rare. It could also be seen as a controversial decision by the airline, given that socializing onboard is discouraged by COVID-19 preventive measures.

We asked Factorydesign’s associate director, Matthew Fiddimore, to tell us a more about the design brief for The Booth.

“The brief developed organically through the early part of our collaboration with the wider Virgin Atlantic team, led on the design side by product designer Henry Buckley,” Fiddimore told Runway Girl Network. He said The Booth concept emerged from a much broader exploration of the whole aircraft layout and possible ‘destination space’ ideas.

Virgin Atlantic’s brand is famous for providing brilliantly unique customer experiences, and this ambition was central to the design brief from the very start.

With The Loft, Virgin Atlantic ran extensive customer insight sessions, and it resulted in the airline moving on from the iconic Bar. So with the leisure aircraft, we knew we would not be simply recreating a Bar.

Cabin customer ratios were tightly defined, with Fiddimore explaining: “[W]e knew that an exclusive 16-passenger Upper Class cabin would need a different type of social space from The Loft. The different customer numbers and profiles on these aircraft meant that the emphasis shifted from serving a large number of customers simultaneously to providing a space for two to three people. It was a very different brief from The Loft, which allowed Virgin Atlantic and us to explore a whole host of new and exciting ideas.”

Crucially, Virgin Atlantic and Factorydesign see The Booth as a destination space for couples or companions flying together in Upper Class, not a congregation space for strangers. That fits with the needs of passengers traveling in the current pandemic environment. Passengers may be less eager to hobnob with strangers in a cramped space, but they may welcome an opportunity to sit across the table with friends and loved ones.

“The leisure routes have a greater proportion of these passengers, so this was seen as a key factor in the design direction,” said Fiddimore. “The Upper Class cabin has a great balance of privacy in the suites complemented by this ‘break-out’ space for socializing. I think the inclusion of a cozy retreat within such an exclusive cabin is really quite charming. The Booth meshes with the overall cabin neatly to find the right balance of privacy while retaining the open connection with the cabin that is unique to Virgin Atlantic social spaces.”

Indeed, Virgin Atlantic touts the space as being “a luxurious spot just for two, to enjoy anything from a wine tasting experience, to a romantic dinner, a nightcap, or just a change of scene”.

Space constraints

It is always the case that space is at a premium on aircraft, which creates unique design challenges. The Booth on the Virgin Atlantic A350 was no exception. In terms of how the design team overcame the tight quarters, Fiddimore said: “The initial concept was refined and mocked-up a number of times in order to create the most usable space we could.”

Rotation

He continued, “The Booth is completely open to the aisle for access but also to extend its perceived space beyond its physical footprint. We made a big step forwards when we fully integrated The Booth with the front-row seat architecture. This allowed us to maximize the space between the front row seat and The Booth, creating a comfortable seating area for two. It was an intensive team effort between Virgin Atlantic, the vendor, and ourselves.”

We also asked Fiddimore to share his favorite design elements of The Booth. “The floating table is a great success and creates a focal point for the space. It’s actually quite large and has a very minimal structure so that you can change seating position comfortably without any intrusion from it into your leg space,” he said.

“The other exciting feature is the tiled monitors. There are no windows in this part of the aircraft, so it was important to create depth by some other means. Different screen content can transform the space and also transport customers to another destination.  This simple idea enables the space to be dynamic and fun and reflect the Virgin Atlantic brand to its fullest.”

Virgin assures there will be a range of content on the two panoramic 27” screens.

Related Articles:

  • After the A380, whither the new wave of halo products?
  • Virgin Atlantic on design safaris and stoking the fires of brand love
  • Virgin Atlantic’s new A350 business class: impressive beyond flaws
  • Virgin retrofitting new A350 with redesigned table in business
  • Virgin Atlantic’s A350 cabins pose fascinating PaxEx questions

Featured image credited to Airbus/Image: Airbus/Fixon-MMS

Press Release: Air France A320 refitted with Safran ECOS shelf bins
Aircraft retrofit market readies for new IFC system installs
Posted in:Comfort, Details and Design, Services
Tags#AvGeek, #paxex, #safety, A350, aero, aerospace, Aerospace Industry, Aerospace Market, Air transport, air transportation industry, air travel, air traveller, Airbus A350, aircraft, aircraft cabin design, aircraft cabin interior, aircraft cabin interiors, Aircraft Cabin Layout, aircraft data, Aircraft Design, Aircraft Interior, aircraft interiors, Aircraft Interiors International, aircraft manufacturer, aircraft manufacturing, aircraft seat, Aircraft Seating, aircraft seats, aircraft social space, airframe, airframer, airline, Airline Crew, airline crew member, airline operation, Airline Operations, airline passenger, airline passenger experience, Airline Passengers, airline premium economy, airline route, airline routes, airline seat, airline seats, airliner, airlines, airport, airport facility, airports, ancillary revenue, aviation, aviation data, Aviation executive, aviation industry, Aviation Market, aviation supplier, aviation suppliers, big data, business, business class, Business Class Seat, Business Class Seating, Business Class Seats, business class service, Business Seat, cabin, Cabin Class, cabin crew, cabin design, cabin interiors, cabin layout, Cabin Seating, carrier, carriers, civil air transport, Civil Aviation, coach, coach class, Comfort+, Commercial Air Transport, commercial air travel, commercial air traveler, Commercial Aircraft, commercial aircraft cabin, commercial aviation, connected aircraft, coronavirus, COVID, COVID environment, COVID-19, crew, crew member, customer profiles, data, Design Brief: Factorydesign explains The Booth on Virgin Atlantic, destination space, Digital, Digital Age, economy, economy class, economy class seat, Economy Seat, Factory Design, Factorydesign, Factorydesign associate director Matthew Fiddimore, Factorydesign explains The Booth on Virgin Atlantic, Factorydesign's associate director, Factorydesign's associate director Matthew Fiddimore, first, first class, first class seat, First Seat, flier, flight, Flight Data, flights, floating table, flyer, flying, hard product, health, Henry Buckley, In-flight, In-flight Service., Inflight, inflight comfort, inflight service, inflight social space, interior design, interior surface, interior surfaces, interiors, international air travel, International Travel, IoT, Jet, jetliner, jets, leisure Routes, london, Long Haul Flight, long-haul air travel, long-haul travel, longhaul air travel, longhaul travel, Manufacturer, manufacturers, Matthew Fiddimore, narrowbody, Narrowbody Aircraft, OEM, OEMs, on board, on-board service, Onboard, onboard booth, onboard hard product, onboard privacy, onboard product, onboard retail, onboard seating, onboard service, onboard social space, operator, Operators, Pandemic, passenger, passenger experience, passengers, Premium Economy Seat, Premium Economy Seats, privacy, product designer Henry Buckley, route, routes, Runway Girl Network, Seat, seat layout, Seating, seatmaker, seats, seats on board an aircraft, services, short-haul air travel, short-haul flight, short-haul travel, shorthaul air travel, shorthaul travel, Single Aisle Aircraft, social space, Social Spaces, soft product, Supplier, Suppliers, tech, technology, The Bar, The Booth, the loft, travel, traveler, travelers, traveling, traveller, Twin-aisle aircraft, twinjet, twinjets, uk, Upper Class, Upper Class cabin, Virgin A350-1000, Virgin Atlantic, Virgin Atlantic A350, Virgin Atlantic A350-1000, Virgin Atlantic Airbus A350, Virgin Atlantic Booth, Virgin Atlantic design team, Virgin Atlantic Loft, Virgin Atlantic product designer Henry Buckley, Virgin Atlantic social spaces, Virgin Atlantic Th Loft, Virgin Atlantic the Bar, Virgin Atlantic The Booth, Virgin Bar, Virgin Booth, Virgin Loft, virus, widebody, Widebody Aircraft

Guest Writer

Facebook
X
Linkedin

Related Posts

  • LATAM Premium Business Recaro R7 seat is pictured.
    Press Release: LATAM now flying Recaro R7 Premium Business
    May 1, 2025
  • Wing of Korean Air A220
    Press Release: Airbus acquires certain Spirit AeroSystems assets
    April 28, 2025
  • Overhead view of United Airlines Boeing 737 MAX 8 First Class seat in navy blue
    United Airlines’ premium chops on display with MAX 8 First Class
    April 14, 2025
  • An image of the new Airbus first class compartment concept with the sofa in bed mode being shown at AIX 2025
    Airbus re-engineers front of A350 for new “flagship” first class
    April 12, 2025
Static Right
Rotation
Rotation
Static Right
Static Right
Rotation
Rotation
Rotation
Rotation
© 2014-2025 Runway Girl Network | Kirby Media Group
  • Sitemap
  • Privacy Policy
  • Terms and Conditions of Use