Customer experience, product design and branded space…
Brussels Airlines, a case in point
Brussels Airlines, the international airline company, partnered with a leading Antwerp-based design agency to redesign its installations at Brussels Airport and also to develop a new “mobile branding concept” for its many outstations across Europe and Africa.

The aim of the new design was:
- To create a compelling and comfortable customer experience for its travellers;
- To ensure the best possible visibility of the company;
- To re-assure existing customers and raise awareness amongst potential customers;
- To adhere to tough budgetary constraints.



Meeting the needs of a new traveller generation
The new product line-up met the real needs of a new generation of both business and leisure travellers. Flexibility, service and timesaving at affordable prices for the former, and the lowest price guaranteed for the latter. The entire travel value-chain was analysed. The attributes that create the customer experience at the airport were the main design drivers:
- Clarity: to offer passengers a clear overview in this foreign and chaotic environment
- Efficiency, both organisational and operational
- Comfort and convenience
- Consistency in brand image and signalisation
- Safety & security

Multi-disciplinary team
It is obvious that there were specific challenges in applying the design to the airport context. The design agency worked closely with several divisions of Brussels Airlines in a multi-disciplinary team: marketing (Brand Management), ground operations, ICT and security, as well as with Brussels Airport itself (with respect to security regulations, etc).

Want to know more?
Companies that are looking for Antwerp-based partners which can help them with redesign and space branding, should contact one of our Project Managers . They can easily provide you with a list of top-notch branding, product design and industrial design agencies.