21 Oct 2015 12:00
Etihad Airways has launched a colourful new range of collectable limited edition Business Class amenity kits, the result of a unique collaboration between the airline and luxury travel brand LUXE City Guides, the straight-talking, highly curated go-to guide for savvy travellers.
- Airline teams up with luxury brand LUXE City Guides for stylish new kits
inspired by Abu Dhabi, London, Madrid, Los Angeles, Sydney and Hong Kong
- Kits include customised LUXE City Guides and exclusive products by
Scaramouche + Fandango
stylish new kits embody the contemporary and innovative flair synonymous with
the Etihad Airways brand, and contain inflight amenities and natural facial
products developed exclusively by London-based skincare and grooming brand
Scaramouche + Fandango.
Six new stylised kit designs
have been created by LUXE City Guides for Etihad Airways, inspired by some of
the iconic cities on the airline’s extensive global network. The designs for Abu
Dhabi, London and Madrid, have been specially produced for Etihad Airways,
whilst the Los Angeles, Sydney and Hong Kong kits feature bespoke LUXE artwork.
Each kit contains a customised Etihad Airways LUXE City Guide which corresponds
to the showcased city, covering
everything from hotels and restaurants, to spas, bars, boutiques and bespoke
shopping, as well as services, specialists and personal guides.
Scaramouche + Fandango has developed an exclusive unisex comfort
kit and skincare offering in collaboration with Etihad Airways. Specially
formulated for skincare needs inflight, the range consists of parabens-free
products, high in natural ingredients, to enhance onboard wellbeing.
Laming, Etihad Airways’ Vice President Guest Experience, said: “The introduction of these kits is not about
providing brand names to our Business Class guests. It is about intelligent
design, functionality and providing them with products which are attractive, natural,
useful and re-usable. Collaborating with relevant, progressive lifestyle brands
such as LUXE City Guides and Scaramouche + Fandango has enabled us to tailor
amenities to the requirements of our guests while retaining all the authentic
charm and sophistication of the Etihad Airways brand.
“Etihad Airways continues to
reimagine the flying experience, setting a new benchmark for innovation and
luxury. The introduction of these kits is part of a much bigger journey which
was started with the introduction of our new revolutionary cabins on the
flagship Airbus A380 and Boeing 787s, and the new service concepts introduced
fleet-wide. These collectable kits also reflect the global nature of our business,
while simultaneously highlighting the inspiration, style and unique qualities
of our home, Abu Dhabi.”
The Abu Dhabi kit uses a unique design pattern inspired
by the rich architectural heritage of the Emirate, translated into a style best
described as Arabian Modernism. The pattern reflects the Etihad Airways’ brand
and colour palette.
Reminiscent of 1960s pop culture, the London kit uses
the bold colours of the iconic London Underground map while the Madrid kit features
the red and yellow of the Spanish flag in a pattern symbolising the city’s
famous annual Carnival.
initial limited edition offering will be expanded at a later stage, with new
designs and more cities to be launched.
Westcott, LUXE City Guides Chief Executive Officer, said: “Etihad Airways offers one of the best inflight experiences in the
world. In partnering with LUXE City Guides to create its new Business Class
amenity kits, Etihad helps ensure that the premium experience extends long
after its guests have landed. It is great to be working with fellow innovators.”
The comfort kit features a luxurious facial moisturiser enriched
with vitamin E and made with anti-oxidants and essential oils to combat fatigue
and the lower humidity levels in the cabin. Triglycerides and essential oils rebalance
the skin’s natural moisture. A honey and shea butter lip balm enriched with
vitamin E keeps lips hydrated.
new kits also include a sleep pack containing socks and eyemask, a care pack
containing cotton pads and earbuds, in addition to a dental pack and earplugs.