Amenities Issue 10 (Summer 2019)

SUMMER 2019 | ISSUE 10

LEONARDO DA VINCI The Forefather Of Flight 1452 – 1519 WWW.AMENITIESMAGAZINE.COM

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From The Editor

From the Editor ‘When once you have tasted flight, you will forever walk the earth with your eyes turned skyward, for there you have been, and there you will always long to return.’

The poignancy of these words takes on a whole new sensibility when they have been spoken by the universal genius, Leonardo Da Vinci. It has been 500 years since this master of many conceptualised flying machines, produced the ‘Codex On The Flight Of Birds’ and invented the Ornithopter, and in celebration of this, the team and I decided to honour such a talent on the front cover of this jam-packed Summer Issue. Described by his contemporaries as the ‘Renaissance man’, Da Vinci made substantial discoveries in anatomy, civil engineering, geology, optics, and hydrodynamics along with being a master of drawing, painting, sculpting, architecture, science, music, mathematics, literature, botany, writing, history, and cartography. Is there anything this guy couldn’t do!!

The Lady With An Ermine, featured on our front cover, was painted by Leonardo in 1489, and was one of only four portraits of women painted by the artist. The other three are of course The Mona Lisa, the portrait of Ginevra de’ Benci, and La belle ferronnière. Whilst browsing this issue, I hope you look to Da Vinci for inspiration for the future of innovation onboard and remember to live by his wise words ‘A beautiful body perishes, but a work of art dies not.’

With works of art in mind, the art of delivering world-class amenities for passengers onboard is one of skill, patience and creativity. Their function; to comfort and refresh airline guests whilst making them feel their business is valued and appreciated. In this issue, we see how the industry is adapting to a more eco-conscious audience, how suppliers are changing their tact and expanding upon their services and we get the EXCLUSIVE on Icelandair’s newest design of kits in collaboration with WESSCO to discuss the journey from tender, research and sketches through to the final product. Other areas we look at include The Rise of Premium Economy, Augmented Reality, Dental Care, Greenwashing and In the Spotlight with Leonard Hamersfeld, Director and Founder of Buzz Products.

If this wasn’t enough, the team have been working away on our sparkly new website refresh amenitiesmagazine. com! The site contains integrated social media on a wider range of platforms which will continually be updated with original content including features, articles and new product rollouts, helping to keep our readers in the know with up to the minute news.

To finish off, I’d like to wish you all a happy summer holidays from me and the team and we look forward to hearing about any new collaborations going onboard over the coming months. Now time for an Aperol Spritz in the sunshine!

Editor in Chief Debra Bradbury-Ward

AMENITIES IS BROUGHT TO YOU BY...

Publisher Simon Ward

Features Editor Hayley Hartland

Features Editor Lily-Fleur Bradbury

Designer Alison Parsons

Published by Avenel Investments, Red Kite Studio, Littleworth Road, Burnham, Buckinghamshire SL1 8PQ.

Editorial: Debra / Lily-Fleur / Hayley @amenitiesmagazine.com AMENITIES MAGAZINE

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Contents

In this issue...

THE RISE OF PREMIUM ECONOMY: I PREDICT AN EARTHQUAKE UP IN THE AIR!

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WHAT’S NEW! Something particularly catch your eye?

Click on the story to take you to the full story on our website!

Will the evolution of Cabin Classes become a conveyor belt of catch-22?

BEDDING FOR ALL! Amenities discusses PEY bedding with John Horsfall’s Business Development Manager, Ellie Parkes.

THE FUTURE IS NOW! Could AR technology be the next thing to bite the dust?

THE BIODEGRADABLE TOOTHBRUSH

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German Life Science Company, Ensymm, may have the toothbrush to solve all our plaque problems AND save the planet!

THE GREENWASHING GIMMICK! Some of the products on the market, such as biodegradable plastics, have been proven to cause more harm than good, but do passengers really care?

IN THE SPOTLIGHT Amenities Magazine puts Leonard Hamersfeld, Director and Founder of Buzz Products, In The Spotlight.

ICELANDAIR INSPIRES Amenities gets the Exclusive on the new “Dýralíf” collection from Icelandair, in collaboration with WESSCO, to discuss the journey from tender, research and sketches through to the final product.

TURKISH DELIGHTS! Amenities talks Versace with Turkish.

A ‘BRAND’ NEW WAY OF THINKING

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Introducing our new Amenities website; your source for all things amenities, with that extra WOW! Amenities has had a face-lift, with our newly designed website providing all the up to the minute, need-to-know onboard amenity highlights. This user-friendly browsing experience for our trusted and valued followers, ensures you have access across all devices with a wide range of web browsers and portable devices.

The site also contains integrated social media buttons for Facebook, Twitter, and Pinterest to reach the magazine’s audiences on a wider range of platforms. Keep an eye out for new features, articles and new product rollouts, then sit back and enjoy!

Check it out at: www.amenitiesmagazine.com

Albea Travel Designer create a range of in-house cosmetics suitable for every traveller.

Copyright © Avenel Investments. All right reserved. Reproduction in whole or part without written permission is strictly prohibited. The title Amenities is published three times a year and is a trading division of Avenel Investments. While every effort has been made to ensure that the information is correct, neither the author nor publisher can be held responsible for inadvertent inaccuracies or omissions. The views of the writers in Amenities Magazine are not necessarily share by the publisher.

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For 40 years, WESSCO International has specialized in branded amenities, passenger comfort items, food & beverage service ware, and a wide range of customized items for airlines worldwide.

As your trusted partner of choice, our mission remains to design and supply an exceptional experience for your travelers. Come visit us at STAND 1122.

Please email us at info@wessco.net to make an appointment. We look forward to seeing you there.

NEWS 

ROSSIYA AIRLINES introduces a new Business Class amenity kit, designed to enhance passenger comfort during their flight with supplier, AK-Service.

The cosmetic bag successfully combines style and practicality and reflects the corporate colours of Rossiya Airlines.

BRITISH AIRWAYS has teamed up with Galileo Watermark to launch a new range of amenities for their customers.

This is the next advancement in their investment in their Premium Economy, World Traveller Plus offerings. The new kits will be available onboard from July 1st, and has a keen eye on sustainable and recycled products.

HONG KONG AIRLINES collaborates with supplier SPIRIANT in celebrating its creative culture with its new onboard offering. Turning the spotlight on artistic young talent, four inspired amenity kits will take to the skies, gifted to Business Class passengers on rotation every quarter.

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Booth 927

From design to complete solution We understand what makes you unique We deliver the most complex projects AlbĂŠa Travel Designer has been serving leading airlines since 2006 Designing, manufacturing and delivering amenity kits from Business to First class www.albea-group.com traveldesigner@albea-group.com

TRAVELPLUS AWARDS 2018 SUPPLIER OF THE YEAR

TravelPlus Gold Award First Class Unisex

TravelPlus Gold Award Best Brand Collaboration

NEWS

UZBEKISTAN AIRWAYS gifts passengers with amenity kits inspired by the unique beauty of the picturesque nature of Uzbekistan, and the richness of the centuries-old Uzbek culture.

SAUDIA AIRLINES launches charming “Fly Through Our Heritage’ Kits, inspired by an array of cultural elements found across five regions of the kingdom.

UNITED AIRLINES partners with Sony Pictures, to launch its latest safety video on June 1st, featuring an all too familiar face that we have grown to know and love; Spider-Man. Alongside the release of the instructional mini-movie, Polaris Business Class passengers will be gifted with a limited-edition SpiderMan: Far From Home themed amenity kit.

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NEWS

WESTJET go back to their roots allowing passengers to experience a snapshot of WestJet’s authentic Canadian Story whilst onboard.

This extends to the playlist passengers will hear whilst boarding and disembarkation, which will feature soulful music from Sean Jones, as well as original music and classic covers from other Canadian music artists.

ALL NIPPON AIRWAYS takes American Jeans Brand Fred Segal to the skies with their new iconic amenity kit gifted to Business Class on their new route to Hawaii. WESSCO International worked closely with ANA and Fred Segal to create this unique destination-themed program launching in May 2019.

DELTA AIRLINES introduces popular fragrance brand LE LABO into their new Delta One TUMI amenity kits. As well as onboard, the partnership will see the fragrances introduced into more than 50 Delta Sky Clubs later in the year.

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powered by

aerospace technology

First Class Sleep

p o w e re d by O cta s pr i ng ÂŽ ae ro s p a c e t e ch no l o g y

The Rise of Premium Economy

The Rise Of Premium Economy:

I Predict An Earthquake Up In The Air! There is no definitive Bible for the regulation of airline cabin classes and without such, the lines between them are point blank blurred. Their evolution has always been led by the airlines priority to meet the growing demands of the customer. The most recent addition, Premium Economy, only adds to the confusion, especially when the variables of what that actually means are on a pretty diverse spectrum. It’s like explaining a modern-day family with half siblings, step parents, 2nd cousins twice removed on your father’s step-mother’s side. What does it all mean?

This cabin class family of four have an endless array of possibilities, and I personally can’t help thinking it’s only a matter of time before bridging the gap in the market becomes a conveyor belt of catch-22.

by Lily-Fleur Bradbury AMENITIES MAGAZINE

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The Rise of Premium Economy

So how did we get into this cluster of cabin confusion?

At the inception of commercial air travel in the 1920’s, the seemingly impossible became a reality, but only for the higher echelons of society who could afford to cough up a pretty penny. Unsurprisingly, it didn’t take airlines long to cash in on the masses, developing coach class, which gave the everyday man the opportunity to travel, but at an everyday price which was reflected in the claustrophobic sub -standard service. Entering the 1940s, the socioeconomic climate was shifting at top speed and airlines were missing out on an emerging potential customer. These two cabin offerings simply didn’t fit the bill for some. The middle classes. Economy was too ‘base’ and First Class too ‘elevated’. And so, airlines developed Business Class.

Since the golden era of air travel, the commercial sector has soared, adapting to a larger consumer audience along with their ever-growing demands. From package holidays to air miles, to private lounges and top-notch amenities.

With the advancement of technology, no time has been better than the present for travelling 30000 feet in the air.

It’s a home from home up there above the clouds.

You would think that after just under 100 years of commercial air travel, airlines would have this business pinned down. But with the explosive advancement of

technology brings a little tension amidst our cabin class family with the increase of fluidity, accessibility to commodity, and consumerism driving most industry. Amongst fierce competition, its paramount the airlines’ cabin class amenity offerings capture the consumer, along with their competitive prices.

As a result, we have seen the disparity between Business Class and First Class diminish. This can be said across all aspects of their offerings, most notably for the amenities gifted and the seating arrangements. Very few airlines now have First Class suites, opting for a booth-like seat usually found in Business Class. As I mentioned earlier, there is no comprehensive formula for what determines each cabin class and no tick box checklist for airlines to adhere to.

Some Business Class offerings have booths and bedding, others have a plush leather reclining chair with more leg room. There’s no rhyme or reason and, quite frankly, it’s a

Top 5 Premium Economy Kits

Air France - Premium Economy

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EVA Air

Hawaiian Airlines

The Rise of Premium Economy

to a comprehensive range of complimentary amenities, some even including branded cosmetics giving a taste of Business. Getting De Ja Vu?

free for all for what the airlines fancy. How do I, as the paying customer know what I’m getting if American Airlines offers one thing, Etihad Airways another, and Lufthansa something completely different.

Nevertheless, with Business and First now engaged in an eternal thumb war, a no man’s land has opened up in the market in the last 25 years. Sounds like history repeating itself to me! With Business out of reach and Economy not quite delivering, airlines have slowly but surely introduced a new nebulous term for their passengers. Ta Daaa…

Premium Economy! For those who want a little extra ‘something something’ but can’t afford the top Business Class tickets. It’s an age- old story on loop where we fill in the gap and a new one emerges. Like splatting worms at the fair, only to find out another one has popped up.

Don’t get me wrong, it’s a needed solution but the disparity across all airlines is vast. For the bulk of US Airlines Premium Economy equals more leg room, for other regions it can be anything from Economy with Bolt-On extras,

Lufthansa

With Economy and Premium Economy generating the majority of sales, the competition is on to provide the best offering on the market without encroaching on their Business Class big brother. Will airlines increase their budgets or will it be down to the supplier to provide the best solutions? And don’t forget with branding, comfort, budget etc. comes the ever-present goal of sustainability just to add an extra ingredient to the mix.

A number of airlines have introduced bedding offerings onboard their Premium Economy Service. Others are looking to redesign unused craft space below Economy and Premium Economy into booths with bunkbeds, much like a night train or hostel. The innovation and potential is astounding. However, as businesses cut their expenses, why wouldn’t they re-consider their travel costs, especially if there is the cheaper option with a slightly lower level of luxury but a sufficient level of comfort?

In the words of Tinnie Tempah, ‘I predict an earthquake up in here!’ with Business overthrowing the currently reigning First Class, Premium Economy creeping into the shoes of Business, and Economy Class staying put, like the odd sibling who inherited all the unfortunate genes.

Saudi Arabian Airlines

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The Rise of Premium Economy 

The Rise Of Premium Economy:

Bedding For All!

by Lily-Fleur Bradbury 14

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The Rise of Premium Economy

Premium Economy has grown at top rate speed over the last few years. So much so that suppliers have most recently seen a demand for bedding offerings for this relatively new cabin class. Amenties caught up with John Horsfall’s Business Development Manager, Ellie Parkes, at this year’s WTCE about this new shift in the realms of onboard bedding and its overall impact on the industry.

In your experience, when did airlines start to adapt their Premium Economy amenity offering to include bedding?

Very recently…. Business and First Class customers are treated to ever increasing levels of luxury, so the effect has trickled down into Premium Economy.

Premium Economy is a huge income generator for many airlines, particularly on long-haul routes, and our clients are steadily increasing their spend in this area, providing an elevated sleep experience, with more luxurious bedding items such as our lightweight comforters and more supportive pillows.

What challenges do you, as a supplier, find when developing Premium Economy bedding?

Cost and durability are the two main challenges for our design team. Anyone can design a beautiful product, but making sure that it offers value for money and longevity is crucial for airline textiles. That’s where our expertise really comes to the fore with our technical textiles knowledge and over 40 years of experience in the airline industry.

Cathay Pacific’s PEY Bedding Offering

How do Business Class and Premium Economy bedding offerings differ in design and quality?

Business Class cabins tend to be smaller, and the ticket prices in the region of 65% more per passenger, so there is a real expectation that the product will be more comfortable and more luxurious. Very often blankets will be larger, pillows more plentiful, and we’d tend to offer more natural and innovative fabrics. With an increased budget, we can also incorporate more creative design touches such a printed fabrics, bespoke weaves and intricate quilted decoration.

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The Rise of Premium Economy

The John Horsdall Foldaway Blanket, developed to completely cut out single-use plastic.

Are the types of materials airlines are asking for changing when it comes to their bedding and amenity offerings?

John Horsfall have been highlighting the advantages of investing in sustainable products for some time. We are finally seeing a real step-change in the industry, with airlines willing to invest in more sustainable solutions, which is great news for all of us. This can be as simple as changing to recycled polyester fabrics, or smart solutions such as our plastic-free pocket-pack, and a long-lasting woven blanket which shed fewer micro-plastics into our water systems. I think this trend is set to become the norm’ and industry attitudes will catch up with passenger expectations & suppliers.

With your extensive expertise in the market, how do you think the rise of Premium Economy will impact upon other cabin classes?

I think it’s inevitable that Economy cabins will see more innovative design and more comfortable at-seat options in the future. With many airlines now offering bolt-on pricing for Economy, I think passengers will expect the quality of the product to be enhanced.

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The Rise of Premium Economy

The John Horsfall Recycled Blanket

On some airlines, Economy passengers have the opportunity to purchase amenities from the higher cabin classes.

Does it enhance passenger experience?

Or lessen the exclusivity?

It’s a difficult one, you could say that it builds brand loyalty and is a teaser for aspirational Economy travellers, who might one day choose to travel in Business.

But, yes there is a danger that it lessens the exclusivity, particularly as Business Class customers don’t actually get to take the product away with them.

Are budgets increasing for Premium Economy? Or are airlines just lessening budgets elsewhere to combat the growth of this market?

I imagine it’s a balancing act, but Premium Economy is an area where airlines are currently in fierce competition, so right now, it’s an investment worth making.

John Horsfall Premium Economy product currently onboard a major international airline.

Qantas Airlines’ PEY Bedding Offering in Collaboration with David Coan and JF.

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The Future is Now! 

THE FUTURE IS NOW!

by Hayley Hartland 18

AMENITIES MAGAZINE

The Future is Now!

Here at Amenities, we do love looking at cool technology onboard. The thirst for having the latest and greatest gadgets seems to be unquenchable, and so it got us thinking…where could AR technology be used next?

At the moment it seems that AR and VR technology is simply a bit of a gimmick, it isn’t yet advanced enough to have any long term, lasting impact on the passenger experience. It seems to be confined to the realms of children’s amenity kits, so that adults never get the chance to have a play. If developers don’t move quickly to incorporate it across generations, they could miss the opportunity for it to take a hold in the airline market. Technology has become a fashion accessory in a society that is increasingly disposable. Could AR technology be the next thing to bite the dust and become a long forgotten relic of something that we once thought was cool?

I, for one, really hope not. This might be an age thing, but I think it is cool, and not just as a gimmick.

So below, take a look at a quick list of great ways technology could be used to enhance the travellers experience of being in the air.

1. It’s not the journey, it’s the destination!

2. Your dinner is served.

Currently a lot of long haul travel has information on various destinations on their IFE systems. These are usually only perused by passengers who have exhausted the list of rom-coms or action films, or during the lull between gin and tonics.

So, you look at the menu onboard, and can’t quite decide between the chicken and the fish? Why not have the chance to have a look at it before you make your choice?

AR technology could open up a passenger’s ability to make a choice when it comes to what they consume onboard.

This could lead to quicker cabin service, and happier passengers – which is what everyone strives for, right?

So, how amazing would it be to be able to see aspects of your destination in 3D? Right on the table top in front of you? Want to see the Leaning Tower of Pisa? There it is! Possibly with some fun facts located alongside. Want to know what St Petersburg looks like in the snow but visiting in the Summer? Voila! Right there in front of you.

Wonder no more! The possibilities for this seem endless, with each destination having the chance to showcase their city or country at the touch of a smartphone app. It could also create a space for the airline, and their partners to encourage passengers to visit certain places, shops, restaurants, taking the stress out of travel, and creating new brand partnerships around the world.

We have always been brought up to be told ‘don’t play with your food’, however, with the use of AR technology mealtimes in the air could be fun! On terra firma, use of AR technology alongside food has been introduced in restaurants, such as Le Petit Chef, and it doesn’t seem to be too much of a leap to be able to introduce a similar idea onboard. Creating characters to encourage the children to eat their vegetables, perhaps, or simply keeping the adults entertained with a tiny piece of ‘dinner theatre’ at their seat.

On a more serious note, this is also something that could be useful for those passengers that have allergies, as the allergen information for each dish could be displayed as they can cycle through the food choices before they order.

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The Future is Now!

3. Take the window seat...

So, imagine yourself sitting on a long haul flight, possibly somewhere across Europe or the USA. In the confined space of the cabin, you have been placed in the window seat. You take the opportunity to stare out of the window, trying to pass the time imagining the world below, which from 38,000 feet seems to appear in miniature.

Now imagine if you could lift the phone or tablet that we all carry, and could point it out the window at that magical world below and on the screen appears 3D images of the towns and cities that you are flying over? Passengers could learn about different cultures, and nationalities of places they have never visited, opening up their opportunities to try different holiday destinations. They could also learn snippets of languages not taught in schools, or learn more obscure pieces of history from more remote regions.

I know I would be fighting to have the window seat.

4. Fun is not just for kids.

When the time comes around to judging this year’s amenity kits, the judging panels often lament that there is a missing element of ‘fun’ in the adults’ kits. The children’s amenities often create squeals of excitement from the grown-up members of the team, as they rush to try on the hats, play the card games and complete the word searches (when really they should be processing them ready for the judges).

This reaction has often got us at Amenities thinking – why are adult offerings so dull? Would technology be the way to bridge the gap, and introduce something of what the grown-ups ‘want’, not just necessarily what they ‘need’ when they travel?

It can’t be said that adults aren’t interested in technology or gaming, in fact, the highest percentage of PC gamers are 34 years old. The people who were playing Pokemon Go when it launched were not 8 or 10 years old…many of them were well into their 30s. This is also true with Candy Crush or Angry Birds, or a number of other apps, and so it doesn’t seem too far-fetched that the passengers in this demographic would be interested in playing with AR technology during their time onboard.

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There has also long been a problem for those children who are not yet adults, but are considered so whilst travelling. Passengers who are aged 12 and over are not offered the children’s amenity kits, as they are aimed at younger passengers, but having an interactive element in the adult kits, it could be a way to keep the technology generation of teenagers interested, whilst also promoting the airline’s brand. Also, if there were AR games developed that interested both the teenagers and their parents, then it would be a chance to create much missed quality time whilst onboard.

When travelling long haul, everyone is looking for a way to pass the time, maybe it is time to think outside the box and develop interactive kits for the big kids, and not just the little ones.

5. A boutique at your seat!

We all like a little duty free treat when travelling, whether we are buying it for ourselves, or for our loved ones at home, buying gifts makes us feel good. Also, let’s face it, perusing the pages of the duty free brochure is just another way to pass the time.

Perhaps AR Technology could be used to make those ‘must have’ skincare products (or the designer sunglasses you buy because you left your last ones in the hire car) even more appealing. By creating 3D images of the products on offer, passengers have an even clearer idea of the product they are buying. It also gives a chance for brands to showcase their wares to a captive audience in the best way possible – surely seeing an increase in potential sales. It could also save the cabin crew precious time, as they may not have to show off the items offered in the duty free from their trolley, and passengers could order exactly what they want to their seat.

Now, of course, we just need to develop smell-o-vision so we can try the various perfumes without choking the entire cabin!

This list is obviously by no means exhaustive, and there are plenty of other possibilities if the technology of AR and VR are harnessed in an onboard capacity. The introduction of a little ‘fun’ and technological geekery could be just the thing that the airlines need to continue to keep up with the demands of an increasingly fast paced, tech driven world.

And also, let’s face it, we are all big kids at heart!

We create memorable products.

Whatever you're looking for, we have the perfect combination.

FIND OUT MORE ON WWW.SPIRIANT.COM

The Biodegradable Toothbrush!

The Biodegradable Toothbrush!

In our last issue of Amenities, we explored the problems of oral health onboard, and it’s impact on the environment. With most airlines providing dental care packages that use non-biodegradable single-use plastic, there is an increasing demand for eco-conscious alternatives. A much needed essential for passengers, scraping this amenity is out of the question as it increases a passenger’s sense of well-being on a full-body scale. Airlines need look no further. German Life Science Company, Ensymm, may have the toothbrush to solve all our plaque problems AND save the planet!

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The Biodegradable Toothbrush!

Ensymm have created a fully pre-coated, biodegradable toothbrush, compact and light enough to be included in passenger amenity kits. The Amenities team caught up with the masterminds behind this revolutionary product.

Dr Daryoush Taghavi is a dentist with considerable experience, who began the process of development through concern of his own impact through his surgeries.

“Oral health has a long history and there are records of oral care methods from around 6000 b.c. developed by the ancient Egyptians. These can be found in translated papyrus manuscripts in which Egyptian physicians describe dental problems such as tooth decay and toothache. Around 500-300b.c. Aristotle the Greek philosopher, and Hypocrites, who is also known as the “father of medicine” describe theoretical and practical methods of treating teeth and gums, such as tooth extraction and oral tissue cauterization.

As we know today oral health has a direct effect on the whole human body. It is proven that a healthy mouth may help you to decrease your risk of serious health problems such as heart attack, stroke and diabetes. The case for good oral hygiene keeps getting stronger, and the importance of oral health and its connection to overall health and wellbeing must be better understood. So providing an efficient oral- dental care on airplanes with its very extreme environment is our duty.

Have you ever noticed that your skin, eyes and mouth feels really dry on a flight? Dehydration is the reason for that, and is why you should drink plenty of water whilst in the air. In addition to the dehydration and dry mouth, we know that the plane food and snacks the airlines offer are very tempting but they also can leave you with that gritty feeling of plaque for the remainder of 12 hours journey.

This combination of dehydration and food means brushing your teeth is increasingly important onboard. Ensymm biodegradable toothpaste pre-coated toothbrushes are a modern and well thought out way to keep your teeth and our environment clean.”

Dr Pedram Dehdari, Managing Director of Ensymm adds:

“Dr Taghavi is an old study friend of mine, and was always asking me about my work with shrimp shell where we process it to chitosan, a natural antibacterial and fungal material. He told me that he was concerned about the environmental impact of disposable, plastic toothbrushes, such as those offered at dental surgeries, or onboard aircraft. He began lessening his impact by offering bamboo toothbrushes at his surgery for his patients. I felt that, although this was a good step, it would be much better to remove the plastic bristle from the brush, as well as the small plastic cap and foil, whilst making dental hygiene onboard faster, easier and lighter.

Throughout this discussion he then asked if it would be possible to coat the toothbrushes in the antibacterial product Chitosan, and so we started to develop a 100% biodegradeable toothbrush. In partnership with Dr. Bishnu in PEIU and Dr Taghavi we replaced the bristles with bioplastic, removed the cap and foil, and tried various combinations of toothpaste gel mixed with Chitosan.

From this development we packaged it in a 100% recyclable box, and created the completely biodegradeable, wet&clean bamboo toothbrush.

We were then able to find the right, high-quality producer in China to make the prototype to promote to airlines, hotels and other industry figures. Hopefully this will open doors, and allow airlines to make the choice to give passengers a green and clean feeling!”

This is an exciting development within the sustainability market. As more and more people are trying to find a way to reduce their carbon footprint, airlines are being pushed to make new choices in their amenity offerings. There is just one catch, airlines are going to have to advance their amenity budgets. This technology is not currently available for the 6pence price set aside in most dental kit amenity budgets. However, with the world turning more green, and passenger awareness of sustainable products increasing, now is the time for airlines to invest more in their products, lessen their environmental impact, and pave the way to a greener future of air travel.

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THE GREENWASHING GIMMICK!

The greenwashing gimmick!

As Kermit the frog so famously put it, ‘it ain’t easy being green’ – but are airlines doing enough when it comes to supplying sustainable, green alternatives to their onboard amenities?

Amenities has explored this topic a number of times, but with the constant media coverage, and some reports saying the world has just 10 years to fix the climate crisis – are airlines taking enough responsibility for their impact? And who is the real driving force for change; the airlines or their passengers?

Amenities took the chance to speak to a number of suppliers at WTCE to hear their thoughts.

by Hayley Hartland

THE GREENWASHING GIMMICK!

Sustainability is the current trendy buzzword. It is used to make consumers feel that the product they are using is having a positive impact on the environment, lessening the guilt in using everyday products.

However, is it possible to create truly green amenities for the airline market?

Or are the airlines also guilty of ‘greenwashing’ their passengers?

First of all, what is greenwashing?

Greenwashing is another marketing buzzword, dreamt up by the media industry. It encapsulates those products that are marketed to consumers as being ‘green’, or ‘ethically sustainable’, without having the scientific research to back it up. In fact, some of the products on the market, such as biodegradable plastics, have been proven to cause more harm than good, but do passengers really care?

According to Matrix, ‘There is a growing interest in the transparency and the origin of products... Taking into account recent consumer research, it is clear that passengers and consumers are increasingly guided by ethical and environmental considerations when making their travel and product choices.’

the amenities sector if their efforts for sustainability are supported by subsidy. The airlines’ interest is unquestionably there as Albea professes, ‘Sustainability is definitely more than a trendy topic. Most of the airlines we meet are committed to sustainable development and are looking for eco-designed kits and inside items, for instance made of recycled materials.’

However, does a change in the view of airlines really matter if the possibility of creating a truly green amenity kit is currently impossible? Matrix had this to say, ‘All products, including amenities, have some level of environmental impact due to the production, logistics or waste process.’ The supply chain is possibly the biggest challenge airlines, and their suppliers currently face when re-inventing their amenity offerings.

Sourcing product, fabric, labour and everything else that makes up passenger amenities requires relationships with people located at all corners of the globe. Bringing each item together requires air miles, and, consequently, an understandable increase in carbon footprint. However,

luckily for the airlines, it is this part of the process that most passengers do not have access to, or, more importantly, have no real interest in.

In the same way that airlines think with their profits, passengers think with their wallets, and although there is a move to supporting more sustainable lifestyles, it is not clear if onboard offerings would currently impact the vast majority of passenger’s choice of airline. There is also a problem that passengers often do not put ethically sourced products on the same level as the luxury brands offered by some airlines. According to Kaelis,‘As citizens, we need to change our perception of eco-friendly products to perceive them as special products too.’ As top brands begin to get aboard the ‘sustainability wagon’, it may mean that passengers can get the best of both worlds, and airlines can continue to offer their passengers something they really want, whilst lessening their carbon impact.

However, here’s the crunch, surely doing something is better than nothing at all? Kaelis believe that, ‘Every little effort counts’ and airlines are starting

According to Kaelis, the impetus for change can come from a variety of places. ‘The changes are sometimes driven by passengers and/or airlines as seen in some Northern European airlines, but sometimes pushed by regulation - but we are not quite there yet for amenities.’

This is important, as the only way the world is going to see real change is if the pressure is not on the consumer to have to make a choice.

Airlines are governed by budgets and profit margins, and although their passengers are their bread and butter, they may be quicker to make a change as far reaching as AMENITIES MAGAZINE

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THE GREENWASHING GIMMICK!

The way to create truly sustainable onboard products already exists, and even if the majority of passengers are happily ‘greenwashed’, the time for this is changing.

to make the move to change their offerings. As we sit here in 2019, there are more and more stories of airlines taking the risk and lessening their environmental impact. An incredible example of this is Etihad being the first airline in the ultra-long haul sector to operate a flight between Abu Dhabi and Brisbane that was entirely single use plastic free to celebrate World Earth Day. The amenities onboard this flight were designed by Buzz Products, and included a sustainable kit containing – RPET-Blend eyemask, RPET-blend bocks and a wheat strawblend toothbrush. These products were packaged within a jute bag with an FSC Paper bellyband. In the longer term, Etihad are committed to

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reducing their single use plastics by up to 80% by 2022.

Another example of this is Albea’s work with Air France, ‘For their Paris/ Detroit flight on World Environment Day, when Air France removed all single-use plastic items and replaced them with bio-based materials, from their plastic cups through to their amenity kits.’

It’s exciting that it seems that airlines, even superficially, are attempting to make changes to their offerings, seeking alternatives with less impact.

According to John Horsfall, ‘We are finally seeing a real step-change in the industry, with airlines willing

to invest in more sustainable solutions, which is great news for all of us.’ This is a view echoed by a number of other suppliers, including Matrix, ‘We have found there is a real appetite amongst the major carriers for improving the sustainability of their service and products, such as investing in innovative new materials, encouraging use of recyclable and recycled materials and reviewing unnecessary packaging.’

The way to create truly sustainable onboard products already exists, and even if the majority of passengers are happily ‘greenwashed’, the time for this is changing. To create real change it will take airlines, and their suppliers thinking outside the box, and altering the way their businesses are run. Thankfully this shift is starting to happen, but the results need to happen quickly for the aviation sector to keep up with this global transition.

Supplier Albea highlights that they are, ‘relentlessly developing sustainable, recycled and reusable material for amenity kits, combining elegance with comfort and green attitude, whilst integrating sustainability within the entire value chain to offer our customers sustainable and innovative products and services.’

Businesses of all descriptions are being held more and more accountable for the sustainability of their products, and the airline industry will continue to make headlines on their environmental impact.

Consumers have so many options available to them, and jargon and buzzwords won’t be acceptable for too much longer. As the next generation of passengers come through, airlines will need to be even more transparent, or it will start hitting them where it hurts – passenger numbers and profit margins, and with the options already out there, why take that risk?

WWW.SKYSUPPLY.DE

There’s A Buzz Around Town!

Amenities Magazine puts Leonard Hamersfeld, Director and Founder of Buzz Products, In The Spotlight.

by Debra Bradbury-Ward

IN THE SPOTLIGHT

When was Buzz established and what brought BUZZ into the onboard amenities industry?

What do you think the future of amenities should be?

Buzz was founded 20 years ago and originated as a product design company.

It would be incredible if the logistics allowed for a truly bespoke amenity experience. Providing passengers with choices and wellness options with a custom-built offer will help smooth the journey.

But a passion for all things travel led us into designing for the airline industry. Onboard products were mostly commodity items and solely focused on function. We wanted to bring our love of design and innovation to reimagine the aesthetics of the onboard experience whilst remaining true to the functionality needed.

Buzz were one of the first in the industry to develop brand collaborations and work with design houses.

Before Buzz, I was an architect and interior designer, and I come from a family of fashion designers, so you could say that design is in my blood!

What is the most significant change you have seen in the amenities market over the past 10 years?

I think the cost pressures faced by the airlines has created a need for them to set themselves apart from their competition. This has driven innovation and brand collaborations as airlines seek to extend their value propositions offered to passengers.

There has been increased focus on brand analysis to ensure synergies between airline and potential brand partners. Also key, is brands extending touch-points beyond the flight, creating marketing activations that deliver deeper, richer brand experiences.

Social media sharing has driven the opportunity to really add value for brand partners. Some of our successful activations such as Qantas Curates, Acqua Di Parma for Etihad and Alessi for Delta have truly extended their story across a variety of media channels driving awareness and key campaign metrics.

For me, with all the change that is happening in the airline industry, I see our role is to add something unexpected to the travel experience, the luxury touch of a thoughtful product shaped by narrative.

With longer and longer flights comes the challenge of making sure passenger comfort is always met. Let’s face it, 14+ hours in the air is all about survival!

Technology and connectivity also provide endless opportunities for future amenities. Buzz were the first to bring RFID technology to passengers with the Qantas Q Bags Tags and, there are many more applications for technology onboard to enhance the passenger experience.

What are you most proud of?

I am incredibly proud of the pioneering design work that we have created in the airline amenity market. We’ve been at the forefront of introducing brand collaborations, that - together with the story-telling and marketing initiatives that accompany them - drive incredible value for the entire partnership.

I am also proud of our design studio who are influential in the design and inflight world. We have one of the largest design studios in the airline industry and incredible in-house design talent.

Buzz often works with exciting, young brands – how do you ensure you stay at the forefront of the market?

The Buzz team are global citizens by nature. We scour the globe for trends far before they become mainstream. You will find our team travelling for work or play to all corners of the globe.

We attend the world’s best design and innovation shows, we look to fashion, hospitality and design industries for inspiration.

We are constantly refreshing ideas and seeking out the best trend forecasts to give our clients an informed competitive edge and bring them the most exciting brands.

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In the Spotlight

Are airlines changing their needs and requests to you, the supplier?

Increasingly, sustainability has become a core focus for airlines. Airlines are looking to us as their partners to look at the entire product lifestyle and ensure it is a circular and sustainable one.

We’ve been at the forefront of sustainable design, starting with our award winning ecoTHREAD™ blankets made from 100% recycled plastic bottles.

It’s just the tip of the iceberg (that will hopefully still be there, if we do our job right!)

Passenger needs seem to evolve very quickly – do you think airlines are doing enough to keep up?

I actually think that passenger needs haven’t changed that much. Passengers all want to be looked after and have their comfort needs met along the journey. In premium cabins, they expect a luxury experience that differentiates them from the norm and airlines are looking to continually refresh the experience to make it relevant, aspirational and a moment of excitement in the journey.

What are your thoughts on some airlines now allowing Economy Class passengers to ‘purchase’ First or Business Class amenity kits during their journey?

I truly believe that good design should be accessible to all, regardless of cabin class. With longer flights, having the option of purchasing inflight amenities will become more desirable.

Premium customers value having a money-can’t buy experience, so it is imperative that airlines ensure that any ‘buy onboard’ opportunities don’t impact the premium offering.

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THE PERSONAL TOUCH What is your favourite city?

Milan - because they are at the heart of design.

Milan was the birthplace of collaborations and design houses with the likes of Memphis and Alessi. One of the key reasons why we set up an office in Milan is because it’s such a design hub – an industrial and manufacturing city that still has at its core all the romance, architecture and amazing food. And by the way, the lobster pasta served in foil at La Pescatore is ridiculous!

What is your favourite holiday destination?

I’ve always loved visiting Thailand for holidays with my family. I can’t think of anywhere as beautiful where you can live and eat right on the most amazing beaches. I feel especially connected to Thailand after being caught up in the Boxing Day tsunami in 2004. Experiencing the devastation at that time, it’s now so special to be able to visit with my young family and see the rejuvenation in the communities and the incredible resilience of the friendly locals.

Favourite onboard tipple?

Do they serve alcohol on flights? I never knew!

But if I happen to be on American Airlines it’s a Tito’s on the rocks. On Delta, they mix an awesome cocktail. If I’m on Singapore Airlines, it’s a nice full-bodied glass of red.

Icelandair Inspires

ICELANDAIR INSPIRES The new “Dýralíf” collection from Icelandair, inspires the industry to cherish the nature that sustains our planet, celebrating Icelandic wildlife that inhabits its landscapes. Features Editor, Lily-Fleur Bradbury, caught up with Iris Anna Groenweg, Icelandair’s Onboard Services Manager and WESSCO’s Creative Director, Luigi Auricchio to discuss the collaboration and their ambitions to embody the essence of Iceland, high-fashion and environmental values into a meaningful onboard offering.

by Lily-Fleur Bradbury AMENITIES MAGAZINE

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Icelandair Inspires

With a culture as diverse as its landscape, there is more to this Nordic island than meets the eye. The last European country to settle, it’s history is comparatively young, with Norwegian Viking, Ingolfur Arnarson, becoming the first permanent settler and founder of Reyjavik in 874 AD. Today, this land of fire and ice is home to 320,000 who, much like their ancestors, are innovating for a better future, particularly when it comes to their commitment to the environment and advancement in geo-technology.

This progressive modernity which governs Iceland’s cosmopolitan culture, lives in harmony with its cherished ancient heritage, surrounded by a landscape unlike any other. This symbiotic relationship of old and new, past and present, is the very essence of Iceland.

As Iceland’s flagship carrier, Icelandair is the first part of anyone’s journey to this treasure trove of natural splendour.

Striking the balance between each characteristic of Iceland’s vast culture is key to truly welcoming its visitors, but is no means an easy task. However, Icelandair have always managed to deliver the best in onboard hospitality paying attention to the smallest of details. The airline has continually paid tribute to Icelandic nature, from naming their aircraft after its local volcanoes and natural phenomena, to designing amenities that reflect the landscape and celebrate locally sourced cosmetics. As you can see, Icelandair’s past amenity kits, have always been of a high standard and evocative of Iceland’s true spirit. However, to continue to elevate their future offerings, whilst staying true to Icelandic values AND Icelandair’s brand identity AND fulfilling CSR values AND giving their guests something new, can be a challenge. Nevertheless, Icelandair’s most recent offering, partnered with WESSCO International, exceeds all expectations and more, ticking all the necessary boxes.

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Timeline 2015 Two different kits made by WESSCO were put onboard, aimed to transport Business Class passengers to the mountains, rivers, geothermal sources, glaciers and waterfalls of the unique Icelandic natural environment.

2016 In 2016 Icelandair then launched a kit concept together with Harmony.

Over the period, 6 different offerings were introduced onboard, all inspired by the unique hexagon rock, a natural phenomena which you can find in Icelandic nature.

Icelandic cosmetics brand Blue Lagoon were gifted to guests as part of the kit.

2017 In 2017 Icelandair celebrated its 80th anniversary, introducing new limited-edition Saga Class amenity kits designed by SkySupply. These kits were available for Business Class passengers for a few months around the anniversary.

Icelandair Inspires

The new “Dýralíf” (Wildife) amenity kit collection celebrates the unique Icelandic wildlife that inhabits its landscape. The four sleek pouches take inspiration from the Puffin, the Arctic Fox, the Icelandic Horse and the Raven. Not only do they pay tribute to animals deeply rooted in Icelandic culture but, with the planet at the forecourt of global concern, they highlight the beauty of such animals and our need to protect them. These kits and the story they tell is a special one, made all the more poignant by the design team behind the finished product and their extensive research involving an adventure to Iceland to ensure not a single detail was left undiscovered.

Icelandair’s Onboard Services Manager, Iris Anna Groeneweg admitted that initially, ‘we had not decided on any theme for the concept, but we did know that we wanted to make a kit that would represent Iceland in some way.

Either through our culture; we have great artists, museums, architecture or our incredible nature and natural phenomena.’ With a detailed brief from the airline, WESSCO’s Creative Director, Luigi Auricchio, and Sales Project Manager, Anna Kokkinopoulou took a trip to the Nordic Island in search of Icelandic inspiration. Luigi stressed that, ‘Before taking the trip, we did our research on different aspects of the nature and culture of Iceland. However, the mission of our trip was really to better understand the landscape and the essence of Iceland in person and to get as many inspirations as we could.’ With a mission set before them, Luigi and Anna were ready to explore the unparalleled beauty of Iceland.

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Icelandair Inspires

LUIGI’S RESEARCH DIARY ARRIVAL: ‘Having touched-down on the tarmac, we were so lucky to see the breath-taking sights of the Northern Lights for the first time. What an emotional and magical beginning to our trip!’

DAY ONE: ‘On our first day, we walked around taking in all of the sights; every place was so peaceful.

We spent time exploring Reykjavik, walking through different shops before meeting with Gjoska, a super friendly designer. Gjoska, told us all about the Icelandic Northern Lights, the lava phenomenon, and the traditional technique she uses to create her wearable pieces of art. She also introduced us to the authentic Icelandic wool jumper Skjöldur, which actually inspired one of our kit concepts in the preliminary phase. During the evening, we had dinner in the historical centre of Reykjavik, close to the famous Hallgrímskirkja, in the company of our friend from Icelandair, Irís.’

DAY TWO:

DAY THREE:

‘On the second day, we met lots of local brands, with one particular brand located down by the river of the city. We had lunch on a boat, and I absolutely fell in love with Icelandic marine food supplements and skincare products. I knew this would play a big part in our final designs.’

‘The following day, we were lucky enough to experience an aeroplane ride that helped shape our understanding of the Icelandic landscape. This was the biggest highlight of the trip as the diversity of Iceland was astounding; the modern city contrasted with the vast landscape, intimately connected by the respect and connection between the community and nature.’

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Icelandair Inspires

DAY FOUR: ‘The next day we had a fabulous brainstorming session with the Icelandair team, where we discussed all that we’d seen and how inspired we were by the connection between the Icelandic people and the nature around them.

This really helped us to hone into a sustainable, eco-centric approach to the project which was vital in reflecting Icelandair’s brand identity.’

DAY FIVE: ‘On the penultimate day of our visit, Iris took us on a road trip outside of the city. We drove for hours through gorgeous views and along the river to see the geyser hot springs, followed by a delicious lunch at a farm in the middle of nowhere. Along our drive, we saw so much wildlife which inspired me so much, I began to take notes and sketches of the landscape in the backseat.’

DAY SIX: ‘We spent our very last day at the Blue Lagoon, which was a profoundly relaxing experience. The bright colours of the lagoon created a stark contrast with the molten lava that surrounded it, and it’s a memory I will never forget.’

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Icelandair Inspires

Having had a taste of Icelandic culture, the WESSCO design team were ready to start piecing together their initial ideas. It was clear that the wildlife they had seen would play an integral part in their new designs. Not only were they reflective of Icelandic values but also tied in nicely with global efforts in looking after our planet. On top of this, Luigi admitted that, ‘lately many fashion houses have started to use animals as their ambassadors/icons, such as the space monkey from Fendi, the elephant from Loewe, Rex from Coach…just to mention a few.

So, we took inspiration from these big names, started doing research on Icelandic animals and we fell in love!’ This high fashion quality helped to also encompass the modernity of Icelandair’s Identity which is reflected in the minimalist yet eye catching details of the kits. ‘We wanted to be in line with the Icelandair brand identity and style; everything they do has a very clean and chic look. My goal was to create something that, when you see it, makes you immediately think of Icelandair,’ adds Luigi. On researching Icelandic wildlife, Luigi and the WESSCO design team had an array of beautiful animals to choose from, ‘We were considering the whale, as well as the reindeer and the Icelandic seal, but once we fell in love with the puffin and the horse, that really helped shape the rest of the decisions.’ Eventually, after much discussion, the four chosen animals were the puffin, the arctic fox, the icelandic horse and the raven.

Having decided on a theme, the team were ready to start sketching ideas and explore a variety of designs. As is the case with any amenity offering, the design process is a complex one as Iris, admits, ‘the biggest challenge from the airline’s perspective is to create a product that passengers appreciate, and a product that can be of use for everyone.’ This is not an uncommon theme that dominates the design process of any kit, as Luigi agrees, ‘We wanted people to recognize the

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animals through our bags, AND ensure they could be a functional travel accessory at the same time.’ Each animal’s features inspired the design details of the kits, ‘from the colors, to the material’s texture, to the zipper puller details, the inner lining print, and the bag’s shape,’ says Luigi. Looking at each kit you can see this has been subtly incorporated creating a minimalist yet effective style.

Another key factor that heavily influenced the material choices of the final product was its eco-conscious qualities.

Iceland’s unparalleled landscape means nature is at the heart of Icelandic culture. As Iris explains, ‘The summer in Iceland is very short and well received after long and dark winter months. When the nature gets greener the island comes alive in a different way.’ Icelandair particularly prides itself on looking after this nature that their nation has cherished for centuries, setting ambitious environmental goals to reduce emissions, decrease plastic onboard, and optimize the use of recyclable material. On an industry level, it’s no secret that sustainably has been a huge buzzword across all global markets for some time, with a huge pressure particularly on airlines to redress the balance with carbon offsetting. To meet industry standards as well as their own airline standards, it was essential the kits had an eco-conscious story to tell as well as an Icelandic one. The designers explored a variety of materials until deciding on a combination of eco-friendly and sustainable materials including recycled canvas, vegan leather, and felt made from recycled plastic bottles for each purse. For the contents the team chose a toothbrush made from cornstarch-based biodegradable material and socks made from recycled material. With single use plastic being reduced by governments on a global scale, Icelandair wanted to use as little plastic as possible, and so all of the kits content wrappings were made out of paper.

Icelandair Inspires

ANIMAL PROFILES THE PUFFIN

THE ARCTIC FOX

Over half the world’s population of this friendly little bird calls Iceland its home, therefore it’s so surprise the Puffin won over the team making the final four chosen designs. Iris from Icelandair adds that, ‘The puffin has become a well-known tourist symbol for the country. In the past, they were also a source of nourishment when food was hard to come by.’ Being the most colourful, identifiable part of the bird, the puffin’s beak inspired the design behind this kit’s zipper puller. A puffin’s orangey-red beak uniquely turns grey during the winter and switches back into orange in the spring. Luigi and his team re- imagined and adapted the beak’s natural curved form into an angular, functional shape to echo the qualities of the bird whilst staying aligned with the modern essence of Icelandair’s branding.

‘The arctic fox is the only land mammal native to Iceland,’ explains Iris. . In the more remote areas of Iceland these handsome animals are relatively tame and at times approach humans willingly. The Arctic Fox comes in two colour varieties which the design team were keen to echo in the final design of the kit. The white variety changes colour according to seasons and takes on a greyish-brown hue during the summer for camouflage. The design team chose to reflect this feature with two tone colour detailing.

On top of this, Luigi and his team modified the natural shape of the arctic fox’s plush tail for the zipper puller.

By adapting it into a more angular shape, this helped the functional qualities of the kit, whilst retaining its innate symbolic form with a two-tone colour scheme.

THE RAVEN

THE ICELANDIC HORSE

The Raven is a bird of immense power and, has strong ties with Iceland’s folklore.

As Iris points out, ‘In Norse mythology, the god Odin was accompanied by two ravens, Huginn and Muninn, and ravens are also fabled to have played an important part in the settlement of the country when the Viking Hrafna-Flóki (Ravens-Flóki) sent his birds to find land.’

The design team were determined to capture the strong yet fluid quality of the Raven in their final design of the soft-edge rectangular recycled PET felt. For the zipper puller, designers drew inspiration from the raven’s wings; a symbol of its speed and freedom.

As Iris tells us, the Icelandic horse, ‘arrived aboard the Viking ships of Norse settlers sometime between 860 and 935. Also in Norse mythology, Odin possesses a trusty steed called Sleipnir an eight-legged creature with the ability to fly, dubbed the finest of all the world’s horses.’

The zipper puller of this kit was designed in reference to the tail of an Icelandic horse; a vivid symbol of nobility and pride. To compliment this, the designers chose to feature other equine elements in the design of the kit with the arched top of the kit resembling the horse’s back. This was a favourite of Luigi’s who admitted, ‘I love the Icelandic horse, especially after seeing them in person while in Iceland. I started to think how we could create a bag reminiscent of the Icelandic horse—the skin texture and the body shape.’

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Icelandair Inspires

A paradise of natural beauty, it has always made sense for Icelandair to promote local cosmetics that value and respect the nature that surrounds and sustains them. As Iris states, ‘We wanted the cosmetics to be linked to the Nordics, preferably linked to Iceland. We have been carrying Icelandic cosmetic brands for many years and they are very well received and known for good quality.’ It was essential to find a cosmetic with a symbiotic relationship

with nature that could compliment the overall modern luxe of the kit and create a cohesive eco-conscious offering. Having visited a number of local brands, Luigi and Iris were drawn to the products and story behind Hannes Dottir, ‘Hannes dóttir was new to us, after getting more familiar with the company and the products we thought it was a great fit. The products are 100% natural, made of food and supplement grade ingredients. The formulas are

made in a very innovative way and are from the Icelandic nature,’ says Iris. In each kit guests are treated to: 1) A Lip Balm: Natural, vegan essential oils are enhanced by the hydrating and regenerating powers of sea kelp. 2) A Hand Lotion: Infused with laminaria kelp, this exclusive Icelandair product nourishes hands with vital micronutrients. 3) A Mineral Mist: Supremely calming and hydrating, the mineral mist tones skin to a youthful luminescence.

The Final Designs With every detail explored and designed with thought and precision, the final kits came together beautifully.

Onboard From April 2019, Icelandair treats its passengers to the Puffin and Arctic Fox design!

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ADVERTORIAL

Icelandair Inspires

for Sustainability!

Deputy Chairman of the Italian Sommelier Foundation, Carlo Attisano, talks ‘a little respect’, for the grape, for the vine and, above all, the wine!

Thinking about wine, we can mull over its many attributes. And we all know, it has many! Definitively, it is a material component and, in its simplest, fermented grape juice. On a philosophical level, it is the result of human endeavour directing the behaviour of Nature towards a specific purpose and also, a beautiful social one; it brings humans together!

For all its divinity and ritualistic connotations, it is vital to remember wine is a food, and as such, requires a sense of responsibility and respect.

Its organoleptic characteristics, healthiness and environmental impact are paramount in its production processes.

Nowadays, any economic activity cannot ethically ignore its responsibility to the environmental sustainability of its production processes. The agriculturefood sector must particularly pay a lot of attention to the management of the resources used in production, from the raw materials through to its energy consumption. In viticulture, intensive cultivation leads to excellence, therefore it is necessary to “rejuvenate” obsolete production practices, renewing processes in the field and in the cellar to minimize the ecological footprint.

At the Italian Sommelier Foundation, thanks to years of refining our expertise, we are determined to “push” organic cultivation as an optimal starting point, both for the quality of the products and for the reduction of extra productive factors which are normally employed.

Beyond organics is where Sustainability comes into play, with resource management, in terms of water and energy efficiency in the vineyard and winery. ‘Sustainability will grow in importance in people’s minds as climate change continues to become a reality.’

For many years, we have been trying to send a message regarding the importance of increasing the sense of respect for Nature and its balance: ‘call them natural wines, artisanal, true or ethical, but these wines are the result of a commitment towards “Sustainable Agriculture” and this means not fighting Nature, but working together with Her to obtain better grapes and wines that best express the characteristics of the land.’

The Italian Sommelier Foundation together with the World Wide Sommelier Association, Wine Makers, Top Restaurants, Hotel chains and the Airline industry ALL have a big opportunity today to send a message

to the World if we are to give to our sons and to the sons of our sons a different future in terms of quality of life. Using and selecting Sustainable Wines means that the products that you are offering is the result of a noble concept in which vineyards avoid any interference with the balance of Nature through reducing mechanical interventions as much as possible.

These vineyards apply integrated production techniques using only products from natural origin, no synthetic pesticides or insecticides and also fighting harmful insects by helping those which are considered “friends”.

‘In the future, we will be all judged by the customers on the decisions we are making today.’ Just think, that during one year, 2.5 billion wine glasses are served onboard aircrafts all around the World. The impact of this is hard to comprehend and, as a passenger, I would personally be very proud to choose an airline that cares about giving an important message about Life, even starting from what is served onboard: there is nothing better than toasting with a bottle that embodies a total respect for Nature and for Life…

So, a toast to Bacchus!

‘Let’s All try to care more about ourselves, let’s drink Sustainably!!’

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TURKISH DELIGHTS!

by Lily-Fleur Bradbury Turkish Airlines delights its guests with the very best of onboard amenities, with a sweet treat of comfort and elegance no matter what cabin class.

From its humble origins in 1933 with 5 aircraft at its inception, to the present day with a passenger and cargo fleet of 336 aircraft, the airline continues to thrive and pioneer in the aviation industry. Extending its partnership with FORMIA, the most recent collaboration with iconic Italian brand, Versace, has only enforced its esteemed reputation for innovation, being the first airline to present this legendary brand onboard.

TURKISH DELIGHTS!

As we all know, offering famed brands has incurred remarkable rivalry amongst airline competitors throughout the years, but it’s absolutely unquestionable that this is one race Turkish Airlines has assuredly won.

Along with offering beautiful Versace kits in long-haul Business Class, Turkish Airlines has partnered with British heritage fragrance and personal care brand, Molton Brown for its short-haul Business Class kits.

As we all know, offering famed brands has incurred remarkable rivalry amongst airline competitors throughout the years, but it’s absolutely unquestionable that this is one race Turkish Airlines has assuredly won. Along with offering beautiful Versace kits in long-haul Business Class, FORMIA has continued its collaboration with British heritage fragrance and personal care brand, Molton Brown for its short-haul Business Class kits exclusive to Turkish Airlines.

The airline’s significant growth in passenger numbers, means the fleet is estimated to reach an impressive number of 500 aircraft by 2023. And it’s really no surprise as it’s not just the business travellers’ journey that is their top priority. For most airlines, Economy Class is where ticket sales are highest and so keeping customers happy is key to continuing passenger loyalty. Turkish Airlines thanks their Economy flyers in long-haul with a Mandarina Duck amenity kit and gives them a taste of Turkey with an ATELIER REBUL Peppermint lip balm. A brand whose

heritage is synonymous with the culture and flair of Istanbul.

In a similar vein, the Turkish Airlines short-haul Economy Kit gives their passengers a true Turkish welcome, joining with Istanbul Modern Museum, Turkey’s leading Museum of Modern and Contemporary Art celebrating three unique and distinct local artworks. All brand collaborations are developed and supplied by FORMIA, as part of its impressive portfolio as well as its extensive expertise in establishing tailor-made brand relationships.

Amenities caught up with Turkish Airline’s Inflight Entertainment Team to discuss these outstanding onboard offerings and the key to adapting to an ever-changing market. We also had the opportunity to speak with FORMIA’s CEO and Managing Partner, Roland Grohmann, to hear more about their contract extension with Turkish Airlines along with suppliers Bayart Innovations and Kaelis, who also worked with Turkish Airlines to complete their onboard offering of delights!

Versace kits by FORMIA for Turkish Airlines Business Class Long Haul male travellers AMENITIES MAGAZINE

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TURKISH DELIGHTS!

Turkish Airline’s Inflight Entertainment Team: From an airline perspective, what is the biggest challenge when developing a new amenity kit offering?

For Turkish Airlines, an important part of creating a memorable amenity kit is to build up a sense of luxury and prestige, which enhances the value and perception of the final product.

However, while amenity kits are straightforward, the process behind how an amenity kit comes into being is a bit more complicated. It’s always challenging, but just as fascinating. It is clear that we have to adapt to a number of changes across a variety of aspects to obtain the final decision for the last design. These include customer needs, functionality, space, quality and operational limits. It is so satisfying to create a beautiful product despite all these potential limitations.

what passengers want or need and how we can meet their expectations through an amenity kit. We observe that many passengers generally take our amenity kits and use them in their daily life. Not to mention that they serve as a lovely little gift for friends and family.

The whole team gathers around the table to find the answer to this vital question. In order to create a pleasant effect on passengers, we carry out surveys onboard and often organize regular workshops to better understand what a new amenity kit should consist of. By evaluating this data, we try to capture harmony between a good amenity kit, bag design and brand. Working with a supplier who are experts in reflecting this feedback in the finished product, as well as understand us as an airline, is just as important as a good amenity kit. In order to guide designers correctly, we try to create a story in their minds of our passengers’ expectations based on our brand value, corporate identity and vision of the product.

What does Turkish Airlines consider to be the most important element of an amenity offering?

Brand Value? What does this mean for Turkish Airlines?

Let us offer a kit that makes our passengers happier! For Turkish Airlines, the most important thing is understanding

Through offering pleasant surprises and introducing our guests to innovation and diversity, we would like to turn their travels into an experience that will leave them with

Long Haul Economy Class Kits With Madarina Duck AMENITIES MAGAZINE

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wonderful and memorable flavours. One of the main aims of Turkish Airlines is to meet Turkish hospitality with the world. As an airline, we are continually striving to choose the most appropriate brands that will add value to the solution and that we consider to be the best match for our target audience. Amenity kits not only reflect the carrier’s brand; but also demonstrate a high regard for the airline’s passengers. Turkish Airlines is getting ready to welcome its Business Class passengers, on long-haul international flights with the Versace collection which, not only makes history as a world-first onboard, but also with its elegant, sophisticated and timeless designs. The chosen brands of any products should express our relationship with our passengers. So, Versace, through FORMIA, designed the amenity kit exclusively for Turkish Airlines to reflect our dynamic and innovative soul.

We also believe that cultural touches are important in the products we offer to our passengers. That’s why we have collaborated with Istanbul Modern Contemporary Arts Museum on the short haul relax sets, which are designed by various artists.

You mentioned earlier the importance of listening to customer needs and wants, how does the current wellbeing trend influence Turkish Airline’s onboard experience and offering?

In 2017, we attracted attention with the ‘Fly Good Feel Good’ project. For a good flight experience the project addresses requirements that should be fulfilled before, during and after the flight. Based on these needs, Turkish Airlines provides guidance to their passengers across multiple points including pre-flight preparations, cabin exercises, sleeping, yoga and meditation. In addition, our herbal tea service concept onboard has been reinvigorated within the scope of our newest offerings.

Technology has thrived at an increased rate in the last decade, how has Turkish Airlines used this to enhance the onboard passenger experience?

As in all other fields, we follow technology closely and aim to offer the most recent technological services. Our most recent innovation, Press Reader application allows passengers to reach 7000 unique newspapers and magazines belonging to more than 120 countries free of charge, before, during, or after the flight! We keep rising with the brand new services onboard so much so that thanks to Integrated Passenger Services, we will soon be 44

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able to offer a personalized Planet experience. These two offerings paired with our companion app, which allows passengers to browse our inflight media content before take-off, means we can keep our customers entertained from A to B and onwards.

The world’s industries and governments are taking action to combat the growing effects of global warming, how does Turkish Airlines ensure their offerings are contributing to these global efforts?

Turkish Airlines have adopted an environmental management perspective far beyond just complying with the applicable regulations and the other aviation industry requirements.

Across all our offerings, we replaced plastic packaging for earphones and blankets with Bio-plastic bags which are of a biodegradable nature. We have also started to offer wooden toys, made of forestry products and certificated by the “Forest Stewardship Council (FSC)”, in order to protect the health of our children who are our future! With these toys, it is our goal to increase awareness through our “Play Natural” concept, as the toys are inspired by endangered animal species and are gifted with a brochure full of information provided by WWF Turkey.

Taking all these elements into account, how does Turkish Airlines envision the future of onboard offerings and amenity kits?

There is a growing trend working towards an improved travel experience for those in Premium and Economy Class.

Therefore, amenity kits and other hospitality items gain more importance. The continuation of the use of different kinds of products and services will last along with a wave of different companies, in addition to the “well-known” brands.

Molton Brown kits by FORMIA for Turkish Airlines Business Class Short Haul

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FORMIA’s CEO and Managing Partner, Roland Grohmann: Please share with us a bit more insight into the overall contract extension of your collaboration with Turkish Airline.

This deal represents the very sweet-spot of our approach: bringing together airlines with renowned, quality brands in innovative new ways with the ultimate mission of delighting our clients’ passengers. We are thrilled by our continued partnership with Turkish Airlines, supplying the majority of the airline’s inflight amenity program both for Business Class and Economy Class as well as Children Kits and Hajj Kits.

Could you highlight some of the new elements, features and brand partners of the new Turkish Airlines amenities program.

Business Class passengers travelling on Long-Haul routes are treated to an unrivalled collaboration. It is with great excitement that we introduced Versace to the skies for the first time! Superb luxury and design character effortlessly blend in these ladies- and men’s bespoke kits.

Whilst travelling on Short-Haul flights, Business Class travellers will enjoy Molton Brown quality products in a new and elevated signature collection of the exclusive British cosmetic brand.

Creating a level of fresh enthusiasm and surprise in each cabin, FORMIA is proud to also offer exquisitely branded concepts for the airline’s passengers travelling in Economy Class: Long-Haul Economy Class will feature a collection of fun & colourful kits by Italian lifestyle luxury brand Mandarina Duck, including a lip balm by Turkish heritage brand Atelier Rebul; whilst Short-Haul Economy Class passengers are delighted by a bespoke and curated assortment of kits featuring artwork by the renowned Turkish artist Ms Fahrelnissa Zeid, a unique collaboration with Istanbul’s Modern Contemporary Arts Museum.

This new range is a seamless representation of Turkish Airlines highest standards of customer experience and FORMIA is proud to enable, develop and supply such an outstanding inflight amenity program.

How would you at FORMIA describe the look and feel of the new Versace product and what is so distinctive about this collection?

The new FORMIA amenity kits collection for Turkish Airlines’ Long-Haul Business Class flights have been purposely and carefully designed along gender lines. The elegant female kits, for example, feature both bold and classic colourways, selected by Versace to match their latest collection. They are presented in stylish designs with both textured and smooth material featuring Versace’s iconic branding.

For the male traveller, FORMIA has designed two sleek, functional and contemporary bags in various colours with discreet silver foil Versace logos embossed on the sides

How does this product add to the passenger experience?

Roland Grohmann, CEO & Managing Partner

We believe that these kits onboard Turkish Airlines elevate the bar for luxury, in-flight amenity kits by being the first onboard collaboration with one of the world’s best known and most respected luxury fashion brands, Versace.

This is a brand which needs no introduction, being an aspirational name for most people. There is no doubt that passengers will delight in the sheer luxury and high quality of the Versace products contained inside, which include a lip balm, facial mist and skin lotion to help soothe away the rigours and harshness inevitably involved in long haul travel.

Also included is a Versace Eau De Toilette from its famous Eros line, for that extra touch of luxury, making guests feel truly valued by Turkish Airlines.

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HUMAN KIND LIPBALM + EYESHADE + SLIPPERS + DENTAL KIT + EARPLUGS + SOCKS + INFORMATION CARD

" The new Turkish Airlines amnity kits for Economy Cla have been inspired from motifs in claical Turkish decorative arts and are available in six ornamental paerns "

for

www.bayart-innovations.com

contact@bayart-innovations.com

TURKISH DELIGHTS! 

Bayart Innovations takes it flight to the Middle East by including Turkish Airlines as its new collaborator. According to our team, the Turkish airline company illustrates a dynamic and quality partner. Economy long-haul passengers will uncover new amenity kits inspired by motifs in classical Turkish decorative arts and its ornamental patterns. The kits include traditional comfort items such as an eyeshade, slippers, earplugs, socks, lipbalm and an information card reviewing the origin of these motifs.

Kaelis worked closely with Turkish Airlines to design a new Umrah Kit specially presented to its passengers on an Umrah pilgrimage, made by Muslims to Mecca at any time of the year! The kits contain a range of items specially designed to ensure the maximum comfort of pilgrims during their flight as well as their destination, aiming to contribute to their memorable journey.

Kaelis were given the opportunity to develop this fun set of Children’s amenity kits, enhancing their in-flight experience. This unique cloud shape bag brings entertainment, fun and comfort all in one for these little but very special passengers.

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Introducing our new Amenities website; your source for all things amenities, with that extra WOW! Amenities has had a face-lift, with our newly designed website providing all the up to the minute, need-to-know onboard amenity highlights. This user-friendly browsing experience for our trusted and valued followers, ensures you have access across all devices with a wide range of web browsers and portable devices.

The site also contains integrated social media buttons for Facebook, Twitter, and Pinterest to reach the magazine’s audiences on a wider range of platforms. Keep an eye out for new features, articles and new product rollouts, then sit back and enjoy!

Check it out at: www.amenitiesmagazine.com

A 'Brand' New Way of Thinking!

A ‘brand’ new way of thinking!

Albea Travel Designer have taken the opportunity to think outside the (gift) box and create a range of in-house cosmetics suitable for every traveler. With their parent group being part of the beauty industry, it seems a logical next step to use that expertise and create a truly effective skincare brand designed specifically for the air travel market.

Amenities caught up with them to find out more about the process, and why they have decided to buck the trend and offer an alternative to the high-end, branded cosmetics.

Why did Albea choose to design their own cosmetics brand?

Skincare cosmetics are one of the most important parts of an amenity kit. We all know the importance of the brands in this industry, however, some airlines cannot afford branded cosmetics, either because of their budget, or because the region is not seen as strategic enough for the selective, worldwide wellknown brand.

What is the ethos behind the brand?

CosmoSkin is a brand designed by travellers for travellers.

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A 'Brand' New Way of Thinking!

We’ve made no compromise on the quality, working with well-known cosmetic labs in France and the USA to make sure, that despite a tight budget, airlines would have an efficient affordable cosmetic range for their passengers.

consideration the specific needs when you are traveling 38,000ft up. As an example, we’ve adjusted the formula to be fluid and to penetrate the skin so the passengers hands don’t get greasy.

As of today, the range features the unisex must have items - Lip Balm, Face cream and Hand Cream. These formulas have been developed to be very hydrating, and are enriched with shea butter, with a unique light scent of white grape and jojoba.

What is the most important cosmetic item when travelling?

Grooming is also a huge trend nowadays, which is why we’ve developed a shaving routine, where male passengers will prepare their skin with shaving oil, protect it with a shaving cream and soothe it with the after shave. This range is enriched with sunflower and jojoba oil, leaving a soft scent of verbena and bergamot on their skin.

We launched CosmoSkin during the WTCE trade show in Hamburg last April and are already in discussion with some airlines.

What cabin class are you aiming these products at?

It will depend on the airlines.

From a quality and price perspective it could fit all classes.

Formulas are truly efficient, and we can adapt the size depending on the class, from 5 to 30ml.

How will they compete with the larger, better known brands?

They will not compete with larger, better known brands.

The positioning is totally different.

Some airlines cannot afford worldwide well-known brands.

With CosmoSkin, we offer an efficient alternative to the “no name” skincare products. We work with one of the biggest French labs who also deal with prestigious brands.

Was passenger feedback involved in the development of these products?

Of course! Thanks to the Albéa Group, in which a big part of the 15 000 employees are frequent flyers.

We conducted a focus group to get our colleagues feedback in order to adjust the formulas, taking into

It is all about moisturization. The aircraft is a very dry environment where our bodies lose a lot of water. The “CosmoSkin Trio” is the must have when travelling to keep your skin fresh and naturally hydrated.

Still, hydration alone is not sufficient anymore, passengers want to arrive in a good shape, fresh and relaxed. We will be extending the CosmoSkin line very soon with a wellbeing offering of eye patches, pillow mist, face mist, headache relieve balm, etc.

Are these products aimed at men and women?

We have both.

The CosmoSkin Trio is unisex, as it is most commonly requested from the airlines, but we’ve also developed a shaving routine, obviously aimed at men, and a wider offering dedicated to women will be available very soon.

We did not forget the Millenial passengers, a colourful CosmoSkin line is already available.

How important do you think brand is to airlines and its passengers?

Brand is key today as it is a token of exclusivity and quality.

Still, what is important for passengers is the overall experience, it is not the brand directly, but the moment they will enjoy.

Indeed, passengers are now wanting a real experience, they want transparency and authenticity; a brand name is not sufficient, the brand has to prove its claim.

We understood this and are fully transparent about our formulas. We are of course 100% compliant with the European norms and pay a lot of attention to the quality of the formulas, which is clearly written on the packaging for each product.

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