Case Study: British Airways achieves lie-flat business class innovation with tangerine

British Airways achieves £200m ROI in 12 months with tangerine

British Airways faced intense competition in the late 1990s and sought a strong point of difference, challenging the vendor tangerine to find the "holy grail of airline travel." The project required a deep understanding of business passengers' needs, focusing on the challenge of enabling proper rest during long-haul flights through a lie-flat seat design.

tangerine delivered the revolutionary 'Lounge In The Sky' concept, which featured patented yin-yang configured lie-flat seats. The resulting "Project Dusk" cabin design stunned the industry and became a profit engine for British Airways, achieving a full ROI of £200 million within the first 12 months and winning the DBA Grand Prix prize for Design Effectiveness.

British Airways