The new Airbus A321 JetBlue cabin design, led by paulwylde in conjunction with JetBlue, Thompson Aero, Zodiac Aerospace, BE Aerosystems and Airbus that flies for the first time this Spring, will deliver breakthrough innovations in both strategy and experience design for aviation:

1. The first introduction of a lie-flat bed for a low-cost carrier.
2. A lie-flat offer positioned as MINT - an egalitarian brand option, not a class-based hierarchy – the conventional vernacular for airline cabin brand strategy.
3. A self-serve snack experience called the ‘Marketplace’ that forms both a democratic destination point within the aircraft cabin in addition to defining the transition between the MINT and main cabin experience - without the need/use for curtains and/or traditional partitions.
4. A color-coded trim and finish piping detail that defines, designates and differentiates the ‘Even More Space’ seat offer from the main cabin seating.
5. Trim & finish, color and material, seat design modifications that transform generic industry products to become meaningful brand touch-points.

JetBlue is a pioneer that has during its short history managed to impress with a rich and enviable list of airline-industry firsts. Remaining true to its unique history of customer-focused innovations and guided by its core brand values of safety, care, integrity, passion and fun, the New York-based airline is proud to announce a series of new, groundbreaking, design-led product and service enhancements that will keep the carrier that crucial step ahead in the fierce and relentless North American market.

The arrival of a sub-fleet of brand new Airbus A321 aircraft presented an opportunity to evolve the airline’s core experience – that already enjoys an almost fanatical adoration by its many fans – and create a new experience that will compete with other carriers’ premium products.

JetBlue approached Seattle and San Diego-based brand, design and service consultancy paulwylde with the challenge to help define what would eventually become the new JetBlue experience. The initial brief to paulwylde invited the team to define an overall ‘design strategy’ for the new JetBlue cabin interior, inclusive of the new Mint Experience, and it’s integration with the ground experience.

A key objective for paulwylde was to introduce an industry first – a new experience that would compete with other carriers’ premium products. This includes lie-flat seats that are the longest and widest in the US market, four of which are private suites – a first in the domestic U.S. market. All of this had to be accomplished while retaining and maintaining JetBlue’s proud positioning of being a ‘classless’ and non-hierarchical brand.

Other elements included brand strategy, color palette, seat trim, finish and functionality, carpets, cabin architecture, lighting, meal service items, communication collateral and specific uniform enhancements. Another first for this market was the development of an in-flight marketplace: a help-yourself unlimited snack bar that forms a destination focal point in the new cabin configuration. Another first for the domestic U.S. market!

“We wanted to ensure that the evolved JetBlue Experience and the new Mint Experience could be owned and enjoyed by all, while acknowledging the reality that the world in which JetBlue was founded 12 years ago has fundamentally changed. Customers have higher expectations and competitors’ products have been inspired by the very innovations that made JetBlue so special in the first place.” Explained Paul Wylde, CEO and Creative Director of paulwylde “The brand has to work harder to maintain its position as a leader in the value space.”

JetBlue’s core positioning of innovation, style and flair had been mimicked by others, so it was the task of paulwylde to help Mr. Uselmann and his team reclaim their leadership position as providing the best experience in the sky. We did this by leapfrog the legacy and new-entrant competition in the process.

“We’ve no doubt that the package of enhancements will excite and delight JetBlue’s fan base and win them many, many more loyal customers. Our job was as much facilitation and integration as it was creative direction,” explains Wylde. In order to support the execution of this vision, like-minded partners had to be found that shared JetBlue’s energy, positivity and humanity. This included Airbus, Thompson Aero Seating, Zodiac Aerospace, and B/E Aerospace.

“Much of our design exploration was about encouraging genuine and spontaneous connectivity between JetBlue crewmembers and customers. This is what makes the brand so special. It’s the humanity, the personality – so design played a big part in allowing JetBlue crew to shine even more then they do now, ” Mr. Wylde added. “It was an honor to partner with JetBlue and contribute during this seminal time for the brand. The company isn’t scared to take risks and try new ideas for the first time. JetBlue recognize the value of intelligent and elegant design and are masters of brand management.”

“A trend we also see with our other clients also including Hilton Worldwide and Air Canada. Much of the focus for meaningful innovation is with the cost/value brands and propositions at this time, that were reserved for premium carriers 15 years ago” Mr. Wylde added.

“It’s reassuring to note that while so much in the world has changed in the past 12 years, the fundamental principles of good aviation design remain remarkably resilient: simplification, weight saving, reductionism, retrofitability, ease of installation adaptability and brand expression.”

The program was aggressive - 4 months from blank sheet of paper to design strategy inclusive of brand development, design strategy, seat industrial design working with Thompson Aero and BE Aerospace (both cabins) Zodiac Aerospace and Airbus Industries.

The many stakeholder interests were facilitated by design strategy - Engineering, Technical Operations, Cleaning & Maintenance, Crew, Sales & Marketing, Finance and Strategy.

Design united each interest and was the consistent thread throughout the program as champion of the customer.

Paradigm shifting - a truly egalitarian approach to a product that has been born of class and exclusivity.

The increased revenue yield from the new lie-flat bed will ensure the commercial viability and sustainability of this much loved US brand.