Finnair and Finnish design house Marimekko are launching a new design partnership aimed at enhancing passengers’ air travel experience on the airline’s Asia flights and reducing the weight of the tableware Finnair uses for its in-flight meal service.
From spring 2013 all Finnair aircraft will feature a ‘Marimekko for Finnair’ collection of textiles and tableware, featuring Marimekko’s classic patterns. The Marimekko for Finnair collection is designed to add a light and fresh visual and tactile dimension to the onboard experience, while lightening the airline’s carbon footprint as well.
Two of Finnair’s long-haul aircraft will also wear livery based on Marimekko designs. An Airbus A340-300 featuring Maija Isola’s iconic Unikko floral print from 1964 is already operating between Helsinki and Finnair’s Asian destinations. It will be followed by another aircraft in Marimekko livery in spring 2013.
“Finnair has a strong design heritage, and this cooperation brings our design thinking to a new level,” says Mika Vehviläinen, Finnair CEO. “Our goal is to become a design airline, and bring our customers unique experiences for all five senses. Cooperation with Marimekko is an important step towards this target.
Adds Vehviläinen: “Finnair aircraft will become roving ambassadors of timeless Finnish design and creativity, giving our customers a special experience when they fly with us.”
“We hope that Marimekko’s sympathetic Unikko poppy flowers flying up in the sky as well as our other iconic prints as a part of the in-flight experience bring joy to people around the world,” says Mika Ihamuotila, Marimekko CEO.
“Lately, we have wanted to connect Marimekko’s colourful design and fashion with surprising parties and forms of art, such as ballet, modern dance or visual arts. Now it is time to do something unforeseen up in the sky,” adds Ihamuotila. “I believe that the Marimekko and Finnair design collaboration will bring to hectic and often gray air travel joy, peace of mind and beautiful memories.”
During the three-year collaboration, an exclusive selection of Marimekko-design products is also available for Finnair customers in the airline’s in-flight sales and at the Finnair Plus Shop. Both companies expect their collaboration to help build more awareness of their brands. Each has a long-established presence in Japan but each is growing rapidly in other Asian markets, China in particular.
“Finnair is a natural partner for Marimekko, as in my opinion it has been the first airline in the world to lift up design and place it strongly at the center of its service,” says Ihamuotila. “With our collaboration we want to show how design can help improve the well-being of people in different moments of life.
Adds Ihamuotila: “Furthermore, our design collaboration with Finnair supports our growth strategy, particularly in the Asia-Pacific region, which is one of Marimekko’s key market areas.”
“Both of these brands are about bringing positivity, high quality and peace of mind to customers,” says Vehviläinen. “We believe this collaboration will help generate new experiences and lasting, positive memories for a whole new generation of Finnair passengers in Asia.”