
Yet another Kforum article – this time exploring British Airways use of art and design to position their brand in Heathrow´s Terminal 5.
I explore the works of my ex-employers Troika – “The Cloud” and “All the Time in The World” as well as Chris Pearson “Pegasus & the Winged Lion“. The conclusions I draw in the article revolve around the strategic use of the works – how they augment the brand by situating British Airways at the forefront of technology while invoking feelings of aspiration, luxury and playful eccentricity. Values and feelings that compliment the brands british heritage.
Also, I look at how the works reframe the experience of traveling, creating something utterly different from the typical “Easy Jet/ discount” experience that most travelers have come to know and dread.
Finally I tie my conclusions to an emerging trend of “luxury as experience” rather than “luxury as object”. A viable alternative to traditional marketing that many regard as the next big opportunity for competitive advantage.
Read the article here (danish only) and check out some of my other articles through my Kforum profile here.