Case Study: Virgin Australia achieves premium cabin repositioning with Tangerine

Virgin Australia lifts revenue 15% on key routes with Tangerine

Virgin Australia, a contender to Qantas, sought to reposition itself from a low-cost airline to a premium travel brand. The challenge was to design sophisticated and elegant cabin interiors for its Business and Premium Economy classes on long-haul aircraft, aiming to define the airline by its quality and provide a stage for its outstanding service. Tangerine was tasked with this product design and brand repositioning work.

Tangerine completely rethought the cabin experience within strict constraints, injecting richness through a tapestry of materials and textures to create a sumptuous environment. The solution included premium business suites and a stunning new bar area that maximized space for the Virgin brand's signature face-to-face service. The project, a result of effective collaboration between Tangerine, Virgin Australia, and Collins Aerospace, led to a 15% revenue uplift on key routes and was hailed as setting a new standard for business class travel.

Virgin Australia